Philosophy

People want to help.
And they will rise to meet your expectations. Fearlessly ask them tough questions and they'll answer.

Listening is more important than talking.
There is power in silence. Especially awkward silence.
Listening is not waiting to talk.

Creative assessment is not a test for advertising to pass or fail.
Its purpose is to help clients and agencies understand people's reactions so that they can optimize the best ideas when they are executed.
So, we probe extensively around message communication and strategic delivery and fit with the brand. But we don't let respondents be art directors.

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