How we work

We create strategies, ideas and experiences that get our clients’ brands recognised, respected, remembered and discussed.

We mix the conventional with the unconventional to build excitement and create a difference. Everything wethepeople do is centred around the latest thinking on how our minds and brains have evolved to function. Instead of trying to fit the human to the process, we build what we do around the way people actually think, decide and act.

We use a range of conventional analytical tools, along with some less conventional techniques to stimulate a high level of intuitive, creative thinking. At different stages of the journey, we also use more rational, critical approaches. For many reasons, these shouldn’t be used at the same time. This section on the science behind our thinking explains why.

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Providing the brain with time-limited stimulus to process, in advance of a workshop or project.

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Seeing the world through the eyes of others to create truly insightful thinking.

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Intuitive assessment techniques to help identify the best ideas and opportunities.

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Using rewards and engagement to drive participation and long-term usage.

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Watching what people watch to maximise the effectiveness of our communications.

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Background Thinking

Giving the brain the time it needs to do its job most effectively

Background Thinking is a technique that feeds the brain relevant information, then gives it time to process that information before putting it to work. It’s a tremendously effective way to help people problem solve, while simultaneously fulfilling day-to-day tasks. Effective use of Background Thinking requires a time-limited briefing, followed up some days later by a plenary or workshop session where people can express their ideas.

Potential uses include:

hypothesis generation for strategic analysis

stimulus for proposition development

creative ideation

generation of tactical ideas.

To learn more about how Background Thinking works and how we can put it to work for your people and brands, contact us.

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Being the Other

Living the life of the customer

Being able to assess accurately what others are thinking or feeling is one of the traits that has made us so successful as a species.

It allows us to be social. At the same time, it also makes us very good at assessing any threat from others. Similarly, while it allows us to be our human best as empathetic creatures, it also allows us to outwit our fellows and enables other even less desirable abilities, through deceit.

By creating and using detailed descriptors of the people we’re thinking about, we can use projection to hypothesise insights which can then be validated, if required, in market research. These validations will help to drive creative thinking, communications strategy and tactical planning.

For more information on Being the Other, contact us.

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Intuitive Movement

Removing falseness, letting intuition choose

When assessing creative ideas, we marketers are extremely good at creating false situations…especially in research.

The danger of this is that it can heavily skew the results.

Also, as humans, we can instinctively tell (often unconsciously) when we are being shown ‘stimuli’ – and react accordingly, with the same skewed results.

Instinctive Movement removes the risks of unreal environments, using carefully crafted, empathetic techniques to help people indicate which ideas or thoughts they fell most strongly about.

To learn more about how Instinctive Movement works best, please contact us.

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Using reward and achievement principles to drive lasting engagement

Gamification, as we all know, uses the key principles of discovery and reward and adapts them to create powerful communications.

By appealing to the dopamine-mediated reward centre in the brain, we can encourage engagement and ongoing usage, acknowledging the attainment of short, medium and long-term objectives with appropriately layered rewards. These are techniques we have successfully used for many key brands and clients.

To learn more about how we employ Gamification, please contact us.

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Directed Attention

Communicating in landscapes which attract maximum attention

By studying how people look at communications, we can create campaigns and content which direct attention to the most meaningful elements and turn interaction and response into obvious actions.

We can show you where people look, rank each visitor’s level of attention based on physical changes in their eyes before turning these learnings into design and experience pillars to help your brands communicate more successfully.

To learn more about the tremendous potential of Directed Attention, please contact us