Client objectives and their end user or target audience needs. These two elements combined drive our research and planning teams to develop effective digital strategies that engineer measurable business impact, whether that’s a digital platform, brand development, or marketing campaign strategy.
Every project has a strategy driving it, and every strategy is underpinned by our research and planning process. Yes, a process. It might not sound sexy, but each stage makes sure we come up with a bespoke proposition, that engineers impact. Our research and planning approach to every brief is the same, and takes in four key stages.
This is the starting point to each and every strategic project. This is where we start to help clients define the broad issues that it needs to resolve in order to meet long term business objectives. We get under the skin of clients’ businesses during immersion sessions to gain a granular understanding of the organisation and its business model. With the client all sown up, we'll move on to the next phase.
The second stage of the process sees our team learning about and assessing the potential of the market. It's a huge task, but a fundamental one. We'll profile key audiences, understand their relationship with the client and their motivations during interaction or at different touch points. At the same time we'll research any macro factors, or indeed technology or digital media trends that might impact on the project or client objectives. And of course we'll undertake competitor analysis to identify opportunities. We're a competitive bunch, so that bit is always fun.
Where it all comes together. We combine our findings from the Discover and Learn stages to inform our thinking. We think about each project a lot, from every angle. We’ll chat to clients at length about our findings. We aggregate and distill everything we’ve learned into a set of key insights and recommended strategic reactions, from which we will craft a core guiding idea or concept that drives the overall approach.
Taking our core idea or concept, we will develop a considered and detailed framework of defined tasks that is mapped and underpinned by client objectives and end user need. Whether service design, marketing strategy or creative content project, this phase of the process scopes out exactly what is necessary to complete the project based on our informed recommendations, and sets out an actionable roadmap.
It's all in the process. And it's this research and planning process that enables our creative strategy, design, development and marketing juices to flow.