Manifesto

We stand against; research designs that lack creativity, unprocessed and raw information, BIG FINDINGS disguised as insights yet lead to no action.

There is no absolute measure of worth for the human brain.

The human brain thinks in benchmarks.

When you base a research design on "what", you define the benchmarks and pre-set the borders of consumer thinking.

We believe a research program, which makes the consumer think only in a limited reference framework cannot generate "out of the box" insights.

We become creative in research when we remove the present focal reference points, break regular flow or continuity elements of the category (usually set by the leader brand), disturb and push consumers to think in wider reference space.

We become creative in research when we frame the problem in terms of the behavior we want to change.

Thus for us a project does not start, neither does it end.

Each and every research project is an integral part of a long and broad brand journey already undertaken.

Research is now ready to take a completely different role for your brand.

Ask for it, insist on it.