Most agencies oppose progress.

But they love inertia.

 
In this business, inertia is a powerful thing. Especially in consumer research - performance becomes antagonistically linked to insights founded on unreliable research data. Research should be a guide, not an answer. That’s why we don’t rely on it. We just use it. And when we do, we make sure we’re using the most advanced cutting-edge methodologies and resources available. Another rule broken. Another inertia-driven step forward...