speciality reporting

Know your audience.
Know your Stuff.

Our business is about communication. It’s about communicating with our clients up front so we really understand what they’re thinking about. It’s about communicating with consumers so we get the information we need. More than anything else, however, it’s about communicating what we’ve learned at the end of the research process in a way that resonates. It’s our job to give our clients the information and conviction they need to make decisions.

We’re long past the days when a marketing research report was a re-hash of the data, sent to another researcher to be re-hashed again. Today, we’re being asked to communicate directly to marketing teams, who need insight, understanding, and something concrete to feel that they have that sense of conviction.

That means not only less data, more meaning in everything we do; it means different ways of communicating what we’ve learned. It may mean delivering the results of an ongoing research program in the form of a magazine that arrives periodically and uses graphics and photos to immerse the reader in travelling to their customers’ world. It may mean using journalistic techniques to create video work, or substituting experiences—like an afternoon touring through Latino neighborhoods, shops, restaurants, and homes—for a more traditional “write up.”

It always means getting to the point, the heart of the thing itself. We’re excited by the reporting possibilities that new technologies and new attitudes have opened up for us. It’s not about just data. It’s about conviction to make decisions.