Our Research Philosophy

Some of our guiding principles are

Be Flexible:

Flexible in our operations and research designs. We start with understanding the DECISIONS that our clients need to make. The research design should flow from this. Once we understand this then we can decide on the business objectives, the research objectives and the research design.

Sometimes complex surveys are required. At other times a Keep It Simple approach is required – short, cost effective and using an appropriate data collection technique.

In other instances we recommend a single survey instead of recommending multiple surveys, which are more costly. For example see our TrackLab approach to tracking research which we believe can be used as a vehicle for multiple uses and for continuous experimentation. Most large research agencies will try and sell you an expensive and static project that is only used for tracking.

Experimentation & Choice Based research:

  • A general philosophy for conducting more scientific research
  • Experiments by psychologists and behavioural economists have shown that respondents are often not able to accurately recall attitudes and motivations, and still less able to articulate them
  • Behaviours are less problematical
  • This leads us to consider conducting controlled experiments when possible, and as such to try and understand the effect of alternative marketing strategies and motivations
  • It also implies that we should provide respondents with choices or ask them for preferences among alternatives rather than evaluating constructs in isolation
  • The “Framing” of the question is important.
  • Assessing brands within the competitive context is always preferable
  • Scales should be avoided in many instances. e.g. ITP scale, agree/disagree attitudinal scales
    •    Lack of alternatives
    •    Scale bias
    •    Cultural bias
  • Choice should be the objective – i.e. respondents should be asked to make a choice
    •    Scale bias eliminated
    •    Top boxing eliminated

Cost Effective:

With multiple data and information sources now available to marketers, data is becoming more commoditised. Market research should not be exorbitantly expensive as there are a variety of cost effective data sources available.

Your market research supplier should be able to add value with professional research designs, analysis and strategic insights within a reasonable budget.

As a smaller agency with a low overhead structure we are able to provide the highest level of expertise and experience, but more cost effectively than the large international research agencies.


It is often desirable that research projects do not stand on their but that the findings are viewed within the context of other information. Ideally other sources of information can be integrated with the research data to understand interrelationships.

For example tracking data should be integrated with other data such as retail audit data, advertising and promotional spend / data, retail scanning data and other marketing interventions so as to understand the interrelationships and provide an holistic picture of the brand and category