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 an uncommonly high fidelity picture of your audience to help us play with confidence.
WHAT
Our hyper-qualitative, primary research methodology is built to interrogate quantitative, demographic-driven insights, either resulting in their validation, reframing, or uncovering entirely new, overlooked insights. This helps us think and connect like Creators do, but still execute like a commercial enterprise.
Quantitatively derived insights continue to be less reliable as a single source of truth. Humans reveal their true motivations and attitudes when you start with their strongest interests and convictions. Understanding the intersectionality within your audience allows us to create richer, more meaningful brand narratives.
WHY
WHEN
Between your brief and ours.
HOW
4-steps. Less than 8 weeks. We identify the most active subcultures within your existing segmentation, then we spend quality time with the most passionate among them, so we can:
Know your audiences like Creators know their audiences
Make creative for the Attention Economy
Earn more relevance than just buying it
SUBCULTURE HYPOTHESIS
FIND THE PASSIONATE
DIG FOR MOTIVATIONS
4 TRUTHS BRIEF
“IF YOU KNOW ONE SUBCULTURE INSIDE AND OUT, IT IS INTRINSIC TO UNDERSTAND HOW THE REST OF THEM WORK. AT OUR CORE, THIS IS WHAT MAKES US DIFFERENT.”
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.