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In rigour and
depth but also in inspiration and magic. |
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In getting our hands and
feet dirty in all the work we do with our clients. |
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In respecting
every single stakeholder and doing our best to obtain
their buy in and input at all critical stages. |
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Research is
experiential and we will attend every single focus group,
and conduct most depth interviews ourselves. |
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It is not possible to over-brief
a researcher and that seasoned, creative researchers are
precious people. |
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In research from many different
data sources - desk, expert, consumer, customer, etc. |
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In questioning everyone and
everything and encouraging a wide-eyed innocence at all
times, especially in the early part of our process. |
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In
knowing when to do quantitative research, when to do qualitative,
and when to do no research at all. |
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We're all partially
blind and that the most complete solutions emerge when
people from across all key functions - sales, marketing,
finance, HR, R&D, etc. - sit together and attack a
problem. |
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The most important
attribute of a good strategist is the ability to simplify
and build a simple, coherent argument. |
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In practising listening skills
of a very high order at all stages of the process. |
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That the only results worth
talking about are hard and tangible ones - sales, market-share,
growth, profitability, and so on. |
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