Over the past 25 years, BRS has developed a unique
approach to projects. A way of looking at the daily professional
world we inhabit. We think of it as contemporary, not dusty
tradition maintained by inertia. And our clients seem to appreciate
it. Here are some of the hallmarks of our practice:
First, we see each project and its environment with fresh eyes.
Always, something new
and unique presents itself — the target audience has their own
dynamics and idiosyncrasies, the competitive situation differs,
the core idea attacks a market niche differently. Whatever it
is, we come at it with thinking geared right to the issues at
hand.
At the same time, we bring historical context to these efforts.
That helps us moving into less charted terrain — we are better
able to see how our combined and considerable experience can
shape a study. Which techniques or methodologies are likely
to work well here? Who must be in the sample, and how do we
find them? What is reasonable to ask of our respondents? How
can we expand the scope of what people can tell us? The depth?
The candor? For us, Modern certainly
means drawing on the past for perspective.
Part of Modern includes streamlining - no excess, no
fluff. Whether we conduct two groups or 22, we put our resources
where the potential is. Sometimes that means cutting a project
down to size. Or breaking it into two pieces, so the second
part can be done with greater knowledge. Streamlining means
that we move through speculation and confusion to get at the
truth.
Modern also applies to the way we report. Why is so much potentially exciting research so boring when
presented, by the way? We think it's definitely Modern
to get clients excited, inspired and motivated by research.
We feel that way ourselves and have been fortunate enough to
work for years with clients who share that feeling.
Finally, a couple of other dimensions are often considered part
of Modern -skepticism and irony. Being skeptical is
simply part of our nature. We take a variety of approaches to
data gathering, often doubling back to a topic to cover it a
different way with our respondents. We examine our own findings
critically, identifying what we feel sure about and what we
don't. One reason we think so positively about research is just
because we are so open in our skepticism. As for irony, we save
that for areas outside research like California politics and
prime time television.
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