Keeping It Real
People do not live behind one-way glass mirrors. Neither do they sit permanently at the end of a phone line or internet connection. Let's face it, they don't think as much, or care as much about our client's brands as we do. So let's not pretend they do. People are people. Our approaches reflect this.
We place great importance on seeking out consumers wherever they may be. This is because nothing substitutes for observations at close quarters in real life situations which are closer to buying decisions, making brand choices or experiencing customer service.
Our intrepid researcher/planners are often found in the furthest extremes of major cities, declining rural towns, mountainous towns, coastal growth areas and quiet suburbs.
Wherever possible, we try to connect with people on their terms and in locations that fit with them and are contextually right. Often this means spending time in their homes, often it involves a trip to the local supermarket, sometimes a few beers in their local is appropriate and occasionally joining them on their daily commute. It's all about understanding people and walking in their shoes.
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