The first phase of any campaign we work on is Research & Insight. This involves a clear interrogation of our clients’ brief, ensuring a depth of understanding of the audiences they are looking to reach, the challenges they face, and the context and environment in which they operate. We do this using a suite of sophisticated tools and databases. This ethos forms the heart of great campaigns and enables us to create a logical journey capable of producing powerful, transformative results.
We don’t presume to know what local audiences think so we commission targeted focus groups to develop smart campaigns grounded in audience insights. We have run focus groups for clients including Jaidah Automotive, the Supreme Committee for Delivery and Legacy and Qatar Museums.