philosophy

People aren't rational, so let's not pretend we can learn everything by asking direct questions. Brandphonics® is our way of getting under the skin of consumers and helping brand owners to make their brands whole. 

Start with a sound scientific principle and improve on it as you learn by experience – not the other way around. 

We're not against using norms to gauge performance, but we don't believe these should be the be-all and end-all. Increasingly products need to target specific consumers and Mindsets, and focus on being different – assessing performance against total sample norm levels breeds similarity and hampers creativity. 

Read the Brandphonics section and you'll learn more – and reduce your headaches!  

The world moves on and we're striving to offer our clients the latest, proven research techniques to ensure their brands stay ahead of the game. 

Everyone's different, so lumping consumers together and focussing on averages is a sure-fire way of producing a mediocre product that's liked by many and loved by few. 

Listen to what the client wants, challenge and question, design something to meet these needs. Sounds simple – why doesn't everyone do it? 

We're better at making choices than evaluating things in isolation - think about how you shop. MMR uses a wide range of choice based techniques to get the most from respondents. 

Don't tell respondents what they should think - challenge them, get them to open up and listen to what they have to say (even in quant research) - it's much more informative!