Marketing–
Marketing is a unique endeavor, in that it requires both creativity and analytical rigor. If you have one, but not the other, you’re probably engaging in an empty exercise.
This is a difficult combination to achieve. We manage it with two factors:
People—
Very few individuals are both highly creative and highly analytical.
By taking a team approach to many studies, we are able to bring both of these qualities to bear on our clients’ marketing challenges.
Tools—
Our approach frequently involves the use of a broad variety of creativity methods and analytical tools. These techniques bring structure to the process.