Systemic & Analytical Analysis of Landscape
At R+I, we approach research as a matter of relational fact finding. We take facts, as reference points from trusted sources, and contextualize them in relation to our research subject. By layering in multiple reference points, we are able to get an exacting level of insight for our clients that is particularly detailed and nuanced. An important aspect to our research is the ability to frame our datasets in a fashion that allows them to be functional and enlightening as opposed to merely a rote analysis of trends.
Research can lead to unique conclusions by providing definitive information that can be used in an entirely new way. For example, in 1962, the car rental company, Avis, was struggling to achieve profitability and tasked DDB Worldwide (then known as Doyle Dane Bernbach) with developing a new advertising campaign that would showcase their unique value proposition. After extensive research, DDB was able to establish two concrete facts: (1) they were the second largest car rental company behind Hertz; and (2) they tried harder than any of their competition.
From this short dataset, DDB was able to develop an entire ad campaign around “When you’re #2, you try harder” which has endured for more than half a century and even today Avis is known as “We Try Harder” showing that focused research on a detail such as the company’s market positioning and engagement can yield results that can even inform a company’s branding for decades.