You can develop a relatively cheap, quick and rewarding habit of micro-multi-testing and learning.
There are 2 levels of video research. The brush-the-surface vox pop. And the lift-the-carpet, twitch-the-net-curtains, back-of-the-cupboard discovery pieces.
I was in a meeting the other day when someone asked an Inuk lady what was Inuktitut for “Hello”. She said there wasn’t one.
We listed things we felt we would have to be able to say about our company, if we built it, that would justify us all quitting our “proper” jobs to have a crack at this new venture.
In the last 12 months, some of our clients – and their supporting agencies – have used our platform in some creative and ultimately very effective ways.