Text Box: Our approach to research

We view market research in four buckets:
Probative, where the object is to learn what we donít know
Evaluative, where the object is to confirm what we do know or have done
Metric, where the object is measure (snapshot) attitudes and behaviours
Predictive, where the object is to determine a future outcome (including anything that asks respondents what they will do or think in the future)
While great advances have been made in the first three buckets, especially in terms of ethnography, Psychoanalytics, neuro-research, metric research has taken a step backwards and predictive research lives for the most part in a fantasy world stuck in the dark ages.
Why a step backwards for metrics?
Read our opinion on why quant research may be in the dark ages 
Protean Empathetic consumer research model