Insights that point you in the right direction...

We’re a SMALL INDEPENDENT RESEARCH AGENCY that THINKS BIG…

Our SMALLER size enables us to be agile, flexible, responsive and cost-effective
Our INDEPENDENCE allows us to create bespoke tailormade approaches to each brief
We deliver BIG strategic thinking by ensuring senior researchers with years of category experience are involved at every stage

THE DIRECTIONS DOG IS OUR GUIDING PRINCIPLE...

The pointer dog embodies our working ethos as a research agency:

Loyalty – we’re a dedicated and faithful companion. As a true partner we’ll provide guidance and support during and after projects.

Reliability – clients think of us as a safe pair of hands. We do all we can to take the stress away.

Responsiveness - we pride ourselves on being responsive and attentive. Communication is everything.

Drive – we always try to over deliver and exceed client expectations. We think sharper and stride further.

Vigilance – we remain cognisant of the objectives and provide bespoke guidance on what's right for the client, consumer and market.

SPOTLIGHT ON OUR APP

Introducing our Mobile Ethnography Tool

It provides us with a wealth of contextual and observational insight, which helps us dig deeper and think harder

OUR SPECIALISMS

BRAND STRATEGY

We often explore brand connections using the Moment of Truth model - from awareness to purchase, usage and advocacy. We map the brand connections throughout the journey and employ creative techniques to dig deeper on an emotional level.

SHOPPER INSIGHT

We employ a mix of methods to gain a holistic understanding of the shopper mindset and experience - from kitchen audits, instore safaris and online surfs, through to using augmented reality.

INNOVATION

To build winning ideas we employ solutions rooted in customers’ real lives and enable consumers to connect with the new ideas more realistically and tangibly. We’re especially conscious of agility to meet commercial timelines.

COMMS & MESSAGING

We live in a world of constant distraction, so it’s hard for messaging to cut through and stick. We try to design research that uncovers the potential stickiness of comms e.g. Radar Review, Screening Sessions with Facial Decoding, What Sticks via WhatsApp.

CONSUMER CLOSENESS

We regularly manage Closeness Programmes for clients. Our involvement can be big or small; from small scale recruitment, to being an intrinsic partner for major closeness events, to establishing the foundations for regular meet & greet events.

INTERNATIONAL STUDIES

We've conducted many multi-national studies in Europe, Australia, Brazil, Canada, China, USA and UAE. We have strong partnerships with international agencies who deliver the same high standard of work on which we pride ourselves at Directions. We believe it's imperative that moderators are native speakers and living in the relevant markets so we garner the cultural nuances and avoid anything being ‘lost in translation’.

U&A RESEARCH

Our U&A research has helped to develop consumer segments, explore demand spaces, and provide a deeper understanding of how consumers decode different categories, whilst identifying tensions & pain points as well as white space opportunities.

METHODOLOGIES

We employ a raft of methodologies and often combine approaches to provide tailored solutions that fully answer your research objectives.

IN PERSON

ONLINE/REMOTE

TECH ENABLED

WORKING WITH THE BEST

We're proud to be 'punching above our weight'. We've worked with some amazing clients over the years!

CLIENT TESTIMONIALS

"Directions is one of my all time favourite agencies to work with – the team consistently deliver insightful work which make an impact with senior stakeholders & drive actionability, allowing us to make critical decisions at pace.

Thank you Kirsty & Gemma for the strong strategic partnership you’ve built with myself and the team"

PLADIS (SENIOR INSIGHTS MANAGER)

HOW IT ALL BEGAN

A successful independently owned business for over 35 years.

Established in the late 80s by three fantastic females. Sally Nicholson, one of the original founders, remained at the helm for over 25 years, alongside her husband Said Marie.

In 2019 the reins were passed to the current co-owners - Kirsty & Gemma - both of whom developed their careers at Directions. Together with the support of their fantastic team, they are driving Directions forward into a new, exciting era.

Get in Touch

MEET THE CO-OWNERS

KIRSTY BOYCE

Managing Director & Co-Owner

Email Kirsty

Kirsty has been a qualitative researcher for over 25 years and is a Certified Member of the Market Research Society. She began her career in a B2B management consultancy and moved to Directions over 20 years ago to specialise in consumer qualitative research. Kirsty really enjoys food research…she loves to rummage around people’s cupboards and fridges to find out what they’re eating and more interestingly discover how their attitudes and behaviours have shifted over time and why. For this reason, she loves using Directions mobile App for U&A research. She also specialises in brand strategy, innovation and managing consumer closeness programmes.

CONNECT WITH US

mail@directions.uk.com

Directions Research & Marketing,
Knightway House, Park Street,
Bagshot, Surrey,
GU19 5AQ