Our Approach
IDEAL is our distinctive approach to research
Working as your trusted partner to uncover deep emotional insight, grounding it in rigorous evidence and speaking to the audiences that truly matter.
Integrated emotional and rational insight
Brands defending their advantage, or looking to elevate, have a common belief that emotional engagement is fundamental to commercial performance. But it isn’t enough to drive growth; it must be backed up by commercial excellence.
Our approach reflects this – starting with how people feel, not just what they say, connecting it to how they think and behave. Bringing emotion and rationality together, we create a complete, human view of decision-making, understanding both the meaning and the mechanics of brand choice. We apply behavioural change models to further inform that understanding.
Deep emotional understanding
Our approach to research design begins with understanding emotion; getting beyond surface-level attitudes to uncover the deeper motivations that shape purchase decisions. Through both quantitative and qualitative immersive approaches, we reveal the emotions that truly influence behaviour and build genuine brand connections.
ThoughtScapeTM is our unique approach that harnesses the power of a person’s stream of consciousness. It taps into System 1 thinking, discovering truths which other research cannot spot.
Evidence with rigour
Becoming “best” rather than merely “better” demands confidence, not conviction alone. Insight must be as robust as it is revealing and stand up to scrutiny.
We are proud of our uncompromising standards of data quality. We are meticulous in who we speak to, how we reach them and how we verify their engagement. This ensures we’re speaking to people who are relevant, attentive and genuinely human. Through rigorous design, validation and analysis, we create evidence that can be trusted, giving confidence to act boldly.
Audiences that matter most
Our strength is understanding higher value, discerning customers. People who are harder to reach, harder to impress and quicker to walk away.
We know how to find them, how to engage them meaningfully and how to uncover the deeper motivations behind their choices. Not just what they say, but what they feel.
Long-term partnerships
Moving from better to best doesn’t happen overnight; it’s an ongoing journey of learning, evolution and strategic clarity. We work as trusted partners, supporting brands as they build and defend their advantage over time.
Through continuous collaboration and shared ambition, we help clients make braver, more confident decisions. Our long-term partnerships are designed to embed insight at the heart of how brands think, act and grow – so they don’t just reach “best”, they stay there.
We exist to help you win, not just to inform
By uncovering the emotional forces behind choice, stress-testing them with uncompromising rigour and focusing on the audiences who genuinely determine your brand’s future, we give you confidence to act decisively. To move from ‘better’ to ‘best’, and stay there.
This isn’t fast, surface-level research or generic dashboards.
It’s deep, human understanding translated into clear strategic advantage.