As we head into the festive season, it’s time to pause and
For brand owners and agencies alike, there is a sense that
2017 was the beginning of a new normal.
Normal for the foreseeable future, at any rate.
Zero based budgeting is now widespread (not in itself a bad
thing) and, in an FMCG landscape struggling to eke out growth, it is clear that
research budgets are being squeezed across the board. Our Global CEO, Mat Lintern, acknowledges that in
this kind of challenging environment it is more vital than ever “to deliver
high levels of quality, insight and creativity in ways that are increasingly
agile, efficient and more commercially orientated. The need for quality research hasn’t gone
away, but it needs to impact more quickly, more obviously and in more engaging
To this end, we’ve recently activated a number of new
packages to serve clients demanding just that.
From our ‘done in a day’ Accelerator tool to speed-up prototype
development, to an immersive two-day Retreat offering with co-creation at its
core. Research design is fast adapting,
and clients are beginning to recognize the value, and flex their existing models, to take advantage of this.
We cannot be anything other than proud. But as Mat reminds us, we must all remain vigilant.
We’d like to thank all our clients for believing in our ability to create value. We never forget that we have to aim for commercial impact in everything we do – maximising value and minimising cost.
At the end of the day, we’re all striving for the same thing: growth, not just in business terms, but as curious individuals who want to make a positive difference.
We look forward to building upon our experiences in 2018, and playing our part in helping brands fully realise their sensory power to deliver even stronger experiences for their consumers.