Not Robots Research Strategy

We’re not robots. And the people who choose, love, buy and use your brands aren’t robots. But over and over, we’ve seen brands describe not people, but consumers. Household procurement officers who can be reduced to a series of rational decisions and a bit of data. It’s boring. And people aren’t. They’re irrational. They’re emotional. They’re works in progress. Real understanding – the kind of understanding that can really power a brand and business - begins with recognizing humans and their humanity. With the simple art of asking the right people really good questions. So that’s how we work. We can do that on a small scale or a large one – from qualitative interviews to quantitative surveys. And with empathy, creativity and common sense, we find the ironies in their life that shape great insights. In the end, we bring better human understanding to brands who want it. If you’re not a robot, maybe we should work We serve people, not consumers. Thinking about “consumers” is a disservice – to both people and brands. It means viewing people’s lives and decisions through a rational lens, when they are irrational, emotional beings. Real understanding begins with recognizing humans and their humanity. We believe the best insights are ironic truths. On the tips of everyone’s tongues but still unsaid. In strategy and storytelling, tension is good. Tension gives us something to solve. And articulating an irony in their hearts or minds is a great way of ensuring an implicit tension exists in their lives that’s deep and rich, and familiar and new - all at the same time. And we know how to use this to build brands. We believe understanding the people you serve is the cornerstone of strategic business growth and competitive advantage. It can (and should!) inform everything your brand is and does. Knowledge – especially knowledge your competitors don’t have - is power.