From Business Question to Action
We follow a five-step process. One senior project lead stays with you from kick-off to debrief.
| Step | What happens | Output |
|---|---|---|
|
1. Define |
Agree the decision the research must inform and the questions that matter |
Agreed objectives |
|
2. Design |
Select the method, sample and quotas; draft the screener and discussion guide or questionnaire |
Approved research design and tools |
|
3. Collect |
Validated recruitment and supervised fieldwork |
Quality-checked data, recordings and transcripts |
|
4. Analyse |
Thematic matrices, statistical analysis and senior challenge of interpretations |
Evidence-backed findings |
|
5. Activate |
Debrief workshop with your team and clear, prioritised actions |
Report, debrief and action plan |
How We Test an Idea
Our concept and creative testing uses six diagnostic questions. Every concept receives a clear verdict on each dimension, with specific fixes. We separate spontaneous understanding from understanding reached only after explanation, because in the market nobody explains your advertisement.
| Dimension | Key question |
|---|---|
|
Attention And Appeal |
What is noticed first, and what creates or kills interest? |
|
Comprehension |
What meaning do people give the words, symbols and visuals? |
|
Relevance |
Does it solve a real need or problem for this audience? |
|
Credibility |
Which cues make the brand promise believable? |
|
Behavioural Pull |
Will it shift consideration, choice and recommendation? |
|
What It Needs |
What must change or be explained before it can work? |
Iterative Optimisation
We don’t just score ideas; we help make them better. In a sequential monadic design, daily team debriefs feed each round of fieldwork, so you leave with an improved concept, not only a report on the old one.
| Stage | Research activity | Decision output |
|---|---|---|
|
1. Diagnose |
Test first concepts; record spontaneous reactions and confusion |
Confusion, unintended associations and strong anchor features identified |
|
2. Refine |
Adjust visual hierarchy, symbols and wording with your creative team |
A clearer, more inclusive concept direction |
|
3. Retest |
Check that understanding improves without losing appeal |
Confirmation that the changes work |
|
4. Validate |
Confirm the final direction across segments and regions |
Agreed final design principles and communication priorities |