The challenge

Other people think of something, and immediately you wish you had thought of it because it is so true.

Sounds familiar? When it relates to consumers or marketing, we call it a great consumer insight. We still get goose bumps when we find one. It feels like recognizing something that was staring you in the face. Even so, it's far from being obvious, because even consumers can hardly explain why they do what they do.

Our vision

Albert Einstein once said: "Doing the same thing over and over, in the hope of a different result, is insanity". The same reasoning applies when assuming that great consumer insights can be uncovered without embracing fresh research methods.

We believe that consumers themselves can improve the chances of finding great consumer insights. And that we need to keep using new research techniques to maximize the chance of detecting the 'golden nuggets'.

Putting it into practice

We believe in 'organized chaos'. That means, using creative research methods embedded in a structured process:

• Observing consumers by tapping into their online conversations, letting consumers report their own experiences and observations via micro or diary blogging, organizing 'online safaris' by becoming friends with them on social media, and connecting with consumers on research communities
• Reframing by involving different crowds in the interpretation of observations and by using a wide range of creative techniques in the analysis process
• Validating potential insights by deeply probing and exploring via online discussion groups or in-depth interviews and by quantitatively assessing the value of a specific insight
• Activating insights by checking against what the company can and wants to deliver practically, financially and culturally during in-company workshops

We are happy to be able to support great brands such as Ben & Jerry's, Danone and Vodafone in their endeavors to find and benefit from insights that have the power to surprise and persuade.