Our strategic research is psychologically based. What is said by respondents in groups or depths is very important, but it is the starting point not the output of the process. We interpret to guide understanding of markets and brands.

When carrying out advertising research we are very aware that the objective is to produce excellent creative work rather than to conduct a research exercise.

In practical terms we are geared to working fast. (Five years at BMP - now adam&eveDDB - plus agencies since, have given plenty of insight into the process of creating advertising.)