Our Values
"Nothing great in the world has been accomplished without passion."
- Georg Wilhelm, O Magazine, September 2003
It is our passion for making a positive contribution to our clients' businesses that drives us to dig that bit deeper to uncover the real human truths that can be powerfully applied in marketing campaigns. The Arabic expression 'witr hassass' means to play on one's emotions and it is discovering those ideas and feelings that affect us deeply that we aim to discover. If you can explain to an advertising expert how a consumer is emotionally-wired and what are his or her buttons, then you are really onto something.
"Real integrity is doing the right thing, knowing that nobody's going to know whether you did it or not."
- Oprah Winfrey in Good Housekeeping
The reliability of field data is a major issue with budgets and timeframes often cut excessively. Researchers need to be ever vigilant of the dangers.
"At the heart of every great researcher is an insatiable curiosity about how consumers think and make decisions in their everyday lives." - Ken McDermott (Mohammed Suhaib)
If you want to uncover real human truths that are not immediately obvious, you need to be in a constant state of wonder about what makes people tick and why they do things.
"Experience teaches you the consumer landscape and Insight comes from recognizing what was not there before and what has evolved or changed." - Ken McDermott (Mohammed Suhaib)
Every piece of data is like a piece of a jigsaw and experience helps you to understand the total picture. But you must be willing to abandon previously cherished assumptions, when the data shows that consumers have moved on.
"Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything." - George Lois
Clients want to be fascinated by novel and creative ways of looking at data in ways that make more sense of the world we live in. That is the challenge we embrace.
