BEHIND EVERY DATA POINT IS A HUMAN STORY OR EXPERIENCE.
THE PROBLEM
Marketers have been led to believe that the ideal way to make decisions is through fast, automated, ready to go solutions. We’ve become obsessed with big data, fast data or data ‘scraped’ by AI.
But they all forget about people.
The industry throws technology at the problem, sometimes without spending enough time framing the question, thinking about the growth opportunity or how to get the business behind it.
WE KNOW THAT IN BUSINESS, NOBODY BUYS A STORY WITHOUT DATA AND NOBODY BUYS DATA WITHOUT A STORY.
But people begin caring less when they are overwhelmed with data.
THE MEASURE connects numbers to what they really stand for: knowledge, behaviour, people.
Because we know that behind every data point is a human story or experience.
We marry the principles of data humanism, behavioural science and data journalism to design strategically driven, creatively charged quantitative research that elevates insight to decision making.
Data Humanism Manifesto by Georgia Lupi (https://giorgialupi.com/)
DATA FOR DECISIONS, NOT RISK MITIGATION
We work collaboratively with you to design research that will help us identify opportunities and build the business case for them.
Whether it's data we get from primary research, or data you have already, we’ll work with you to decide which data to hero and how to use it to tell a compelling story to decision makers.
Our approach to quantitative research is about learning not testing. Accelerating growth, not mitigating risk.
UNDERPINNED BY BEHAVIOURAL SCIENCE
Traditional quantitative research expects people to be able to give logical answers to direct questions about their behaviour. This can lead to post-rationalisation and isn’t always predictive of actual behaviour.
By taking into account behavioural science principles in the way we design our research, we can capture more accurate and nuanced data. This, in turn, leads to better-informed decision-making for businesses.
DESIGNED AND DELIVERED FOR IMPACT
Slide after slide. Chart after chart. Traditional quantitative research outputs often feel 2-dimensional and overwhelming, with reporting telling you what the data says but not what it actually means.
We use data journalism principles within our analysis to help us unveil the story that lies beneath the numbers. Our outputs are then designed to communicate a clear story that is engaging, accessible and inspiring.
OUR CORE
CAPABILITIES
Segmentation
Our segmentations are rooted in behaviour, attitudes and values, not demographics.
Having a segmentation isn’t enough.
You need the output to identify clear, actionable opportunities to create growth. We provide a clear framework for short term activation targeting strategy, and also a plan for sophisticated mass marketing and opportunities for category leadership.
Segmentations can feel long. For this reason our approach is phased to get data in the business as quickly as possible, with clear deliverables at the end of each phase. This helps keeps everyone engaged and means the data gets into the business as soon as we have it.
Positioning
Depending on the brief, our capabilities include delivering against any combination and number of the four key elements of brand positioning: market category, target audience, value proposition & brand differentiation.
Our approach allows you to understand how people view and navigate your category, including the relevance and perceptions of your brand.We explore consumer needs in the context of your category and how well brands are currently delivering against these.
Behavioural science tells us that being linked to a moment, mood or occasion is extremely effective, so our methodology identifies and sizes occasions linked to your category in order to help build a strong brand positioning.
Navigation
An exploration of the intersection of your brand or category with an element of culture, or with a specific consumer.
Alcohol x Gen Z (category x consumer)
Energy x Sustainability (category x culture)
Just Eat x Students (brand x consumer)
Our approach allows you to understand how to communicate to a certain audience, or to communicate about a certain topic in an authentic and meaningful way.
This is about approaching a topic in a consumer centric way, putting people at the heart of research. It’s about identifying patterns, unconscious biases and opportunities.
WE'VE REVOLUTIONISED BUSINESSES...
We helped Silverspoon to shake-up the baking category by transforming thinking across the business. Our work led to a refreshed approach to activations in store and new packaging for distinctiveness in aisle.
IDENTIFIED OPPORTUNITIES…
We showed the Birds Eye Chicken Shop team how to rejuvenate their brand positioning which would deliver added value to their current fake-away offering, and inform their product innovation pipeline.
AND UNDERSTOOD COMPLEX DECISIONS…
We worked with Diageo to identify the optimal shelf set and ideal shelf ratios for brand, flavour and premium choice within the complex spirits category. We created a blue print of shelf rules for vodka & whiskey that could be implemented across store types to increase sales.
Got a big shiny idea?
Want to know if it works?
We work a four-day week but our inbox is always open.
New York City
195 Montague St.
Brooklyn
NY 11201
+19294420434
London
Laxmi Building
57 Bermondsey St
London
SE1 3XJ
+44 (0) 20 8154 7139
