5 x Fundamental Principles
1
Respect consumers but don’t treat them like experts
All too often, consumers are treated like experts in our industry, allowing them to be the Julius Caesar of decision-making. All this does is stifle creativity and the freedom to challenge.
By merely reacting to reactions, we end-up with lowest common denominator results.
Rather we should interpret their reactions, based on understanding the broader dynamics of how consumers process and assimilate information; how they embrace convention and shun the discomfort of the new and different.
2
Often, the best stimulus material is the moderator, freed-up to dig n' delve
‘The moderator is driving the car – not pulling a trailer’
Don’t burden the process with an abundance of stimulus material that often only allays the anxiety of the team, eating into the precious discussion time.
Instead of spoon-feeding consumers every strategic option, trust the skill of the moderator to pull the strategic levers, explore inquisitively and interrogate sensitively
3
Bold and brave ideas simply need respect and smart handling
‘Smart’ is the new buzzword in all walks of life. But rarely is it applied to how we treat the evaluation of courageous creativity – in a World where it is needed all the more.
Out Of The Box seeks to get involved early in the process, with a heavy input in the nature of stimulus material – that does justice to sensitivity of the creative work.
We understand that the very essence of original creative thinking will often disrupt and displace conventions in the mind. This can often be met by initial and instinctive resistance by consumers. There’s a vital need, therefore, to get beyond the automatic responses that so often deflate great creative intent.
We always distinguish between strategic and executional learning and encourage consumers to think like we do; out of the box.
And we always deliver constructive and actionable findings, well beyond the consumer feedback.
4
International Research need not get lost in translation
Over two decades, Justin has developed a strong working partnership with a string of richly-qualified, like-minded moderators – cherry-picked by project.
Justin travels to each market to brief, manage, observe and analyse every focus group, thus ensuring the same robust joined-up thinking as if it were a single market study.
Out Of The Box has worked across more than 50 x Countries to-date
5
Be method-neutral if you want to remain totally true and bespoke
Out Of The Box does not believe in proprietary methodologies. This tends to hinder tailoring a bespoke approach to each project.
No two projects are the same, so it is unlikely that one approach can solve so many problems. Rather, Justin adopts a best-fit approach; the case study section exemplifies the breadth of methodologies and skills from the creative use of adcepts to provoking disruption in conflict triad groups