In this reality, where our clients are juggling tight timelines to address business issues – fast decision making is key. It’s not uncommon for our clients to apologise for the pace with which they want us to deliver insights. Rather than push back, we prefer to embrace the need for speed.
To this end, we've created a fast and lean qualitative approach – Overnight Qual – to deliver insights at speed. It capitalises on the visceral reactions of consumers in response to different stimuli, whether product or communications, echoing their instant decision-making in store or at home to help with optimisation.