Image Credit: Tao Yuan
Attention is fragmented and fleeting. Algorithms mediate meaning. And 51% of brand leaders say their audience insights are too weak to develop bold creative.*
The D/CAL SubMethod™ is the remedy. In less than 8-weeks we build an uncommonly high fidelity picture of your audience to help us play with confidence. Because our industry’s over-reliance on quantitative insights just isn’t cutting it.
*State of Creativity Report 2025, Lions
WHAT
Our hyper-qualitative, primary research methodology is built to interrogate your existing 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.
WHEN
Between your brief and ours. Or now. Now works too.
WHY
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 that transcend whatever demographic “bucket” you put them in. Understanding this intersectionality within your audience allows us to create richer, more meaningful brand narratives.
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
“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.