The Mission:
Our Quest is to provide Excellent and actionable insight Direct to our clients, enabling them to grow their brands
Now for your Latin lesson: Q.E.D. is an abbreviation of the Latin phrase quod erat demonstrandum, which literally means “which was to be demonstrated”. The phrase is written in its abbreviated form at the end of a mathematical proof or philosophical argument, to signify that the last statement deduced was the one to be demonstrated, so the proof is complete
In everything we do, we provide actionable output. We avoid the McNamara* Fallacy (that metrics are being measured because they are easily measured as opposed to fundamentally important) at all costs. We continuously strive to understand how the output is to be used within the organisation and for what purpose. This is not research for the sake of tables, charts and qualitative reports. Output has to feed into broader tactical and strategic business issues – it has to make a fundamental difference to the brands we work on
* The McNamara Fallacy is named after the Robert McNamara, the US Secretary of Defence in the 1960s who was obsessed with quantifying the Vietnam War in a way that tended to ignore what was truly going on
To ensure we arrive at that QED moment on every project, and that the output is actionable, we use a derivative issue-based model for our research approach and methodologies
Understanding what insight the business needs (including how and why it is to be actioned) ensures all research output delivers for the relevant business unit. This can sometimes involve challenging the initially scoped research objective via client / user workshops