Founder
CurrentAt some point in your life you will encounter a bit of marketing that is really crap; probably quite thoughtless and possibly even a bit discriminatory. It doesn’t matter who you are, it happens to everyone at some point. It happens because marketers, creative agency types, brand managers and pretty much everyone involved in selling stuff to people have one significant knowledge gap. People. They don’t understand what it is like to be a person in the world today. Relying on personal life experience isn’t enough. It’s the reason the market research industry came to be in the first place. The problem is that being stuck behind a glass mirror, eating deep fried food and catching up on your emails is how most research gets done, making it the corporate version of a chicken nugget. And if it’s not a focus group, then it’s most likely a 400 page data set. This leaves us with one simple question. Where is the humanity in research? The Mix are taking on a whole industry, clashing together different specialisms and skills and experiences because the best ideas emerge from unexpected places. And we are doing it because we all believe that human behaviour is fascinating and deserves to be seen, heard, experienced and enjoyed in all its messy glory. Human Behaviour is fascinating. Research isn’t.
