Attention is fragmented and fleeting. Algorithms mediate meaning. And marketer’s over-reliance on quantitative insights isn’t cutting it. The D/CAL SubMethod™ is the remedy. In less than 8-weeks we create a higher fidelity picture of your audience than you’ve ever had.
WHAT:
Our methodology is built to interrogate quantitative, demographic-driven insights, either resulting in their validation, reframing, or uncovering an entirely new, overlooked insight.
HOW:
We identify the most active subcultures within your existing segmentation, then we spend quality time with the most passionate among them.
WHY:
Because quantitatively derived insights are becoming less reliable as a single source of truth. Humans reveal their true motivations and attitudes when you start with their strongest interests and convictions.
Subculture
Hypothesis
Find the Passionate
Dig for Motivations
4 Truths Brief
Make Stuff that Matters
REPOSITIONING
THE YARD
Uncovering fresh insights allowed us to boldly launch an entirely new brand in a staid category.
REFRAMING TACTICAL
Taking a niche brand to the masses.
