Traditional research – even qualitative – often does little justice to the richness of the real world. Fieldwork takes place at one remove; debriefs focus solely on findings, failing to bring to life the people behind them.

The upshot is that clients remain distanced from their customers – left to make decisions on the back of generalisations, averages and all-too-familiar stories.

We believe that good research should fight against this. It should not only convey the full diversity of people and place, but actively bring clients and customers closer together.

That’s why we build elements of ‘consumer closeness’ into all of our studies – as well as devising more concerted projects for clients who feel they, or their stakeholders, need to forge stronger bonds with their customers.