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Turning your brand into a hero

It’s a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to. Turning your brand into a hero demands a very different approach depending on the market you are operating in. We...

October 2014 | Brand & Communication , NeedScope , Cultural insight , People and expertise

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Turning your brand into a hero

It’s a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to. Turning your brand into a hero demands a very different approach depending on the market you are operating in. We present the...

October 2014 | Brand & Communication , NeedScope , Cultural insight , People and expertise

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Time for Big Metaphor

As the future of quantitative research is defined by Big Data, the future of qualitative study should be organised around Big Metaphor: a form of psychological understanding that it is uniquely qualified to provide. Metaphors communicate meaning,...

March 2014 | People and expertise

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A manifesto for qualitative research

Qualitative research has become a commodity and is in danger of losing its power to shape business strategy and provide inspiring consumer understanding. In this manifesto for the future of the discipline, TNS’s CEO Global Qualitative Practice,...

November 2013 | Qualitative , SuperGroup , SuperClinic , Insightment , Activation Workshops , People and expertise , Innovation and ideation