strategy & research

Most businesses and brands don’t know what to do next. They have a rough idea, because they know they need ‘new’; they know they need innovation. But beyond that, everything else about the future is a bit of a blur. Our radical research methodologies bring that future into focus - by establishing context, by building knowledge, and by understanding people

and how they experience things. To grasp that future, we’ve learnt that reality and idea are inseparable; that inspiration is more valuable than perspiration; that foresight is as important as insight; and that observation can be more helpful than information.

To shape the future, you first have to understand it