Consumer Insight Agency

Headmint clients get better insights.

Researchers, agencies and clients have become hooked on the idea that consumer insight is at the heart of powerful strategy (in part true) and all we have to do is go get some and bring it back to the office (not true).

Insights are not accidental. They do not just happen, they are made. To keep creating them again and again and to apply them meaningfully, so that consumers understand a brand to be both different and better, requires a rigorous development process centred on the desire to develop hypotheses and test them, often in non-traditional ways.  More about how to get better consumer insight > 

Should we do any research?

It's the first question we ask. What if, for some reason, (often no money or no time) there can't be any research? What then would we advise or recommend? Using our gut feeling, experience or knowledge through existing or past research, what hypothesis would we generate? That's the starting point that gives the research focus and clarity a consumer insight agency needs.

Is all research good research?

Simply doing research, any research, may bring some reassurance and faith to brand teams, but so often the wrong questions are asked of the wrong people, in the wrong way. At best, wrong research may not stop brand managers from making wrong decisions, but it can stop them making the right ones.  More about how to do good research >

 

New in the zone

Brewin wins Daily Telegraph Award

Headmint is delighted to congratulate Brewin Dolphin on winning the award for Best Marketing Material. Read more >

MARKETING 3.0 - by Philip Kotler

Hot off the press - Marketing 3.0 explains why the future of marketing will be driven by the values of our customers. Bursting with examples. Highly recommended. Read more >

Welcome! Sue Imgrund

Sue Imgrund, an experienced brand and communications professional, joins the Headmint team. Read more >

PREDICTABLY IRRATIONAL - by Dan Ariely

"The Hidden Forces That Shape Our Decisions". It’s a great read; with plenty of insights into why people do what they do. Read more >

PASSION BRANDS - by Kate Newlin

Why some brands are just gotta have drive all night for and tell your friends about. Headmint review first published in ADMAP Sept 09. Read more >

Headmint in the Middle East

Middle East brand and insight expert, Dr Nazar Azoz has joined the Headmint team. Read more >