All our research projects follow our six principles of what we believe are the foundations of sound research
- It has to help you make better decisions, decisions that lead to action.
- Starts with a good brief. Which means being able to specify what you want to get out of it and possible actions. The brief expresses the aims and objectives simply.
- To remember that its great ideas that make the difference- not better analysis.
- Research should test hypotheses and evaluate and refine options. It should not assume that consumers are able to tell you what they want.
- Engages and interests respondents. Uses language that is conversational and personal and addresses the respondents as an individual.
- Encourages participation and gives respondents “a reason why”; let them know why their opinion matters.
Research does not replace the need to continually talk to customers.