Sensing requires organisations to query, seek, understand and analyse relevant data to enhance decision making. This data is found, or generated, within internal and external operating environments. 

Primary research requires fresh and specific information to be derived from the operating environment. Secondary research collates existing data that is deemed useful for assisting the decision making process. We believe that market research, in all its forms, is only useful when carefully and intelligently compiled. Even then, it does not provide solutions - rather it implies possible solutions without actually gaining real experience (the consequence of introducing the solution). 

In many cases we advise clients to run pilots to test customer response to initiatives (we have learnt that opinion does not necessarily translate to behaviour). We pride ourselves in being able to advise our clients on the best research program to provide useable and reliable data to plan and act with greater business confidence.

Strategic marketing requires a well-rounded review of an industry and the players in the market. The political, economic, environmental, societal and technological influencers on the industry are examined. We couple this with the internal and external strengths, weaknesses, opportunities and threats facing a client. The development of existing and new products in existing and new customer segments is assessed, and an audit of sales, marketing, service and communication channels is completed.   

Diagnosis models evolve from strategic marketing activities. These models serve as touchstones for clients providing clear, concise, correct and complete strategic guidance and symbolism. Cultural and management aspects are affected, culminating in a review of a client's Vision, Mission, Market Positioning Statement, Critical Success Factors and Brand Values.   

Intelligence management requires the identification, capture, assessment and distribution of various information that is deemed critical for the protection and growth of a business. 

Internal and external information needs and sources are identified and this can often result in the enhancement of policies and processes. 

Competitor analysis is typically undertaken at this stage and we guide clients through the sifting of useful and "useless" information found on the internet.