Marketing strategy is of course owned by our clients. But sometimes an experienced independent perspective on a sector, product or issue can add value. We believe that challenging existing thinking - where we have a different view - is part of our role. Sometimes it leads to a change in strategy, sometimes it confirms the existing thinking: it's never a waste of time.
We're not a research agency but we believe passionately in that fundamental marketing principle: know your customer. Not just in terms of job title but in understanding their knowledge of the market, the product, the competition and, most importantly, the issues they face in the sector. So we commission both qualitative and quantitative research for our clients and for ourselves. Our Practical Intelligence Barometer takes regular soundings of both investors and intermediaries on the issues of the day and keeps our thinking topical and relevant.