Consumer insights that point you in the right direction...
THE DIRECTIONS DOG IS OUR GUIDING PRINCIPLE...
The pointer dog embodies our working ethos as a research agency:
Reliability – we are a dedicated and faithful companion. Our clients trust us to take the stress away.
Responsiveness - we pride ourselves on being responsive and attentive. Communication is everything.
Security – we remain vigilant of the objectives and provide sensible guidance on what's right for the client, consumer and market.
Performance - we understand the commercial pressures faced by clients. We think sharper and stride further.
SPOTLIGHT ON OUR APP
Introducing our Mobile Ethnography Tool
Our bespoke App is the ideal Mobile Self Ethnography tool. It allows us to capture the behaviours, attitudes and views of participants in the moment, as they occur. By using mobile technology, there is less reliance on faulty memory and more natural behaviour is observed. Indeed, the App allows us to get as close as possible throughout the consumer journey and across the Moment of Truth touchpoints outlined below.
CURIOUS TO SEE MORE?
Purchase
Consumption
The App Interface
WE DIG
We conduct in-depth detective work, observation and social listening
Via methods such as Mobile
Self-Ethnography, Facial Decoding, Webscaping
WE DISCOVER
We unearth an abundance of insight via discussion, debate and detailed surveys
Via Depths, Group Discussions, Online Forums, Shop-a-longs, Consumer Closeness, Hot-housing, Workshops and Quantitative Research
WE DECODE
We translate the findings into actionable output & use creative methods to storytell
Our output is second to none and we tailor it to suit your needs via PowerPoint, Podcasts, Client Workshops, Infographics and Video Reels
OUR SPECIALISMS
BRAND STRATEGY
For a brand to succeed it needs to have meaning and relevance. This is increasingly challenging in a world where people have greater ownership of what brands mean. Thanks to our bespoke Mobile App we can follow consumers across all touchpoints along the brand journey using the Moment of Truth model - from awareness through to purchase, usage and advocacy.
SHOPPER INSIGHT
We’ve specialised in shopper research since our inception 35+ years ago, spanning both fashion and food & drink. We've seen the retail landscape and shopper behaviour evolve considerably over these years. We employ a mix of methods to understand the shopper mindset and experience - from store visits and online surfs, through to harnessing augmented reality to depict potential fixture / display methods.
INNOVATION
To help clients build winning ideas we employ research solutions rooted in customers’ real lives. We design the optimal approach based on where we are in the innovation process, from Ethnography to ideate, Concept Screening Groups to refine, Co-Creation Workshops to define winning concepts and packaging, and Quantitative tools to measure propensity to purchase.
MESSAGING & COMMS
Successful communications should arrest attention and connect people with your brand/product in the right way. As there are so many ways to connect with people nowadays we design research that looks at those different connections from all angles; Post Campaign Evaluation Probes via Whatsapp to judge what sticks, Discourse Analysis to dig into language as well as Facial Decoding to explore System 1 reactions to communications.
CONSUMER CLOSENESS
Understanding people is always at the heart of what we do. Our Mobile Self-Ethnography tool enables us to access everyday consumer behaviour, both planned & impulsive and provides unparalleled observational insight capabilities. We can also offer Closeness Days for clients wanting to get up close to their audience, from recruitment only to full facilitation.
INTERNATIONAL STUDIES
We have strong international research experience having conducted many multi-national studies in Europe, Australia, Brazil, Canada, China, USA and UAE. To ensure the highest quality 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 is imperative that moderators are native speakers and living in the relevant markets so that we garner the cultural nuances and avoid anything being ‘lost in translation’.
U&A RESEARCH
Successful U&A studies should provide in-depth consumer and market understanding to help brands to develop stronger, more meaningful connections. We frequently use tools such as Consumer Lifestyle Audits, Market Exploration Groups & robust Quantitative Surveys to get to the bottom of these perceptions. Our U&A research has helped to develop consumer segments, providing a deeper understanding of how consumers decode the market, whilst identifying pain points and white space.
CLIENT TESTIMONIALS
WORKING WITH THE BEST
HOW IT ALL BEGAN
A successful independently owned business for over 35 years.
Established in the late 80s by three fantastic female researchers who set up Directions to develop new ways of thinking and working. They had bags of ‘girl power’ before the Spice Girls even existed!
In later years one of the original players, Sally Nicholson, took Directions to the next level alongside her dynamic husband Said; Sally’s renowned research expertise was complemented by Said’s extensive business knowledge.
In 2019 the reins were passed to the current co-owners - Kirsty & Gemma - both of whom established their careers at Directions. Together with the support of their fantastic team, they are driving Directions forward into a new, exciting era.
We hope you will be part of the story too.
MEET THE TEAM
KIRSTY BOYCE
Managing Director & Co-Owner
Inside of work, 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 conducting ethnographic interviews, lifestyle blogs and using the Directions mobile ethnographic App so that she can observe as well as hear directly from consumers.
Outside of work, the food theme continues as Kirsty loves to eat out with her husband and daughter when she’s home from uni - not just in fancy restaurants, she also likes to discover new food and culinary trends.
CONNECT WITH US
Directions Research & Marketing,
Knightway House,
Park Street,
Bagshot,
Surrey,
GU19 5AQ
©2024 by Directions Research & Marketing Ltd