We were interested last week to hear M&S talking about the importance of viewing customers not through the lens of the M&S brand, but as people in their own right.
This really chimes with how we think at Humankind Research - we see people as people first, with real (and often messy) lives; not consumers or donors, and certainly not respondents.
The implications for research are profound: in short, we need to be as 'contextual' as possible whenever we're researching brands and ideas. We always aim to replicate best how people would interact with ideas in ‘real life’; this means going in home, out shopping, to a coffee morning or going online to meet people.
Do get in touch if you're interested in our 'people-first' approach to research: email@example.com