“Nothing is so powerful as an insight into human nature… what compulsions drive a person, what instincts dominate their actions. If you know these things about a person you can touch them at the core of their being” (BB)
Insight is the single most important thing for brands and for creativity. Without it we know nothing, and to achieve great insight you need a great strategic approach. Insight projects exercise our empathy, intuition and investigative interpretation skills.
Heart of Britain is probably the research project I’m most proud of. In its first year it won both a FIPP Insight Award (which is global) and a PPA Award for best research project.
Our methodology for Heart of Britain combines the use of ethnographic research with innovative AI tracking of sentiment, plus extensive quant for deep dives into commercially significant areas.
Often completely ignored by brands, this is an incredible demographic; positive, resilient and influential. Through nursing, serving, teaching and volunteering, they knit our communities together. They’re the lynchpin of the family, making disproportionately more purchase decisions than any other group.
This is the second wave. For both I've been instramental in strategic direction, scripting and delivery.