We are convinced that activities should be based on precisely defined principles that shape research methods and lead to the desired results.
In our work we are guided by the following principles:
- Individual solutions
- Regular support
- Assistance to shaping a problem
- No “black boxes”.
Common practiceIt is often so that researchers adhere to “stale”, standard, “convenient” marketing research procedures with all Clients without any exception. Research tasks are performed “on the line” and, as a result, often fail to reach the target.
Action approachWe perceive every task as a unique one! And thus a task requires a UNIQUE RESEARCH TECHNIQUE.
Common practiceMost often researchers follow a simple principle: “The project finished = the project forgotten. Switch to a new one.”
This may result in “CHINESE WHISPER” EFFECT, which implies a certain loss or misinterpretation of important information in the course of research. Besides, results might be misunderstood (since time has passed and people in charge might have changed).
Action approachUnderstanding the importance of the whole process and research results in decision-making, we provide support to our Clients not only in the course of the project but also after its completion in a form of:
- if necessary, meetings and clarification after projects are completed;
- participation in meetings with third parties (advertising agencies and others);
- participation in internal meetings.
Owing to factors mentioned above, we achieve MUTUAL UNDERSTANDING OF GOALS AND TASKS BY ALL PARTIES INVOLVED.
Common practiceThe most frequent approach might be summed up in a short formula: “On receiving a task, write an immediate proposal”.
A more profound insight into a problem is welcomed but is rarely performed in practice.
As a result, “ERRONEOUSLY SET” QUESTIONS RECEIVE “ERRONEOUSLY FOUND” ANSWERS.
Action approachWe are firmly convinced that a “correctly defined” question determines “correctness” of the answer. Therefore, we help shape a problem and project tasks, and we always have questions to clarify our Client’s needs. This approach stipulates ANSWERS TO “RIGHT” QUESTIONS and provides DESIRED ASPECT of investigation.
Common practiceClients often hear from researchers:
- “We possess unique knowledge/methods”
- “Our approach implies years of studies, otherwise one cannot understand how it works”
- “Here is the result we have obtained”.
As a result, Clients face LACK OF ANY UNDERSTANDING HOW CONCLUSIONS WERE MADE, and thus, IMPOSSIBILTY OF CHECKING VALIDITY OF RESULTS.
Action approachWe are always completely open for the Client in terms of the process and mechanisms of making conclusions.
It provides Client’s CONFIDENCE IN RESULTS AND DERIVED CONCLUSIONS.