Most businesses don’t like to “waste money” on research.
We get that. It sounds more like time spent in the library working on an English paper and less time in the field finding things that have never been seen before. That’s why we call it Discovery.
And what we want to discover are insights into a client’s brand, sales processes and key customer groups.
While a Brand Central Station sales consultant is interviewing leadership, sales and other industry contacts, a second consultant is digging into the perceptions of the client’s brands and products in the market to start identifying underlying issues, messages and competitive situations that need clarifying. We take the client’s input and impressions and try to add another dimension to them to help us identify key insights that can be used to an advantage later on.
The results of the interviews, our analysis and the client’s stated goals and objectives are then carefully considered during the Planning phase of our process.