Advertising and communications

Advertising research must achieve a fine balance: it should assess the clarity and emotional power of communications materials without losing sense of the core creative idea on which the advertising has been built

• An intuitive sympathy with, and actual experience of the creative process are key to ensuring direction is tempered with sensitivity

Global advertising brings additional sensitivities, cultural differences must be understood but interpreted sensitively to ensure the integrity of the central idea is not compromised

We believe that it is essential that our researchers really understand how advertising works and are fully briefed on the origins and rationale behind each campaign we research (we like to hear the advertising agency perspective and to have sight of the creative brief).

Our research includes creative development, pre-testing and tracking and our experience includes above the line, through the line and below the line materials.