It’s been over a year since MM-Eye became the in-house full service research agency of the HPS Group. It takes a while to get to know new colleagues, especially considering that “Marketers are from Mars and Researchers are from Venus”. In this time, we’ve come to realise that we are united by…
belief that insight is an essential starting point for effective marketing
passion for discovering consumer and brand truths
determination to convert truth into action.
All of this came into focus when the time came to update our website. Deciding what to say on your website is a challenge for any company. I think it is particularly hard for a market research company whose product is rarely shared with the outside world. How can you convey that the value you have delivered to your client might be avoiding a mistake, proceeding with a greater sense of conviction or inspiration towards a more imaginative solution, when the results of your work are confidential?
How best to set out our stall of brand tracking, online communities, communications effectiveness and customer experience research and skill in international projects?
Being researchers, we started off the journey by having a good look round at the state of our industry and the marketplace. According to the latest GRIT reports and MRWeb roundups, we should be talking about data analytics tools, foregoing primary research in favour of social insight and wiring consumers up at every available opportunity.
Whilst we like new techniques and methodologies as much as the next researcher, this world does not ring true to us. It does not reflect our experience that the best research happens when you get as close as possible to real consumer experience. It’s only by walking a mile in the customer’s shoes that you get to hear and see the moments of truth which shape purchase decisions and great customer experiences. It’s only when you understand why someone feels the way they do that you have reached the heart of the matter and are able to take the right decisions for your business.
It’s our belief in the power of authentic, honest and transparent research that gets us out of bed in the morning. We’re driven by our passion for revealing truths which make a difference for our clients. This is what we decided to say on our new website.
ARTICLE BY DAMIEN FIELD
Managing Director, HPS MM-Eye. Helping you see the world differently.