Our approach has always revolved around moving thinking forward

Over the years that has meant we have increasingly found ourselves helping to evolve, or even uncover, strategic insights

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So, for example, when we work on pitches for ad agencies we often get involved at an earlier stage in the process where we elicit the input of experts and savvy consumers to help identify motivating territory that positioning statements and strategic propositions can be rooted in

Because we have experience in ad agency planning, we understand strategy. And because we understand the pressures involved in identifying distinctive and motivating strategies, we always work closely with the people who have to come up with fresh thinking in this area

Over the course of fieldwork we will continually feed nuggets and insights into planning or marketing departments, with a view to identifying territory that gets everyone sitting forward and excited

In essence, we evolve ideas by going back and forth between consumers and agency or client, until we have identified the most resonant and distinctive strategic ideas and propositions

Let’s illustrate the above with a case study:

In 2015 we managed the biggest millennials study that’s ever been undertaken in India, for Ogilvy & Mather, uncovered fresh insight into End of Life Care for Marie Curie, built and managed an international forum among opinion forming women on the future of feminism for a major FMCG brand, assisted Debenhams in optimising their offering for women and helped Netflix in evolving their future communications strategy across Europe

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