Who We Are

MEET THE TEAM:

Athena Brand Wisdom – Toronto, Canada

Athena Brand Wisdom is a marketing research and strategy firm that offers both traditional and non-traditional methodologies. It is one of the few firms in North America that uses Semiotic Analysis – a methodology that decodes the symbolic cues surrounding brands and categories to uncover their underlying meanings. By looking at how those meanings map to cultural trends, Semiotic Analysis allows brands to identify the symbolic cues that will resonate most powerfully with consumers.

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Bread & Butter – Sydney, Australia

For nearly 20 years, Bread & Butter have developed new products that are now market leaders. Packaging that has set and maintained the category benchmark. Iconic communication campaigns built on enduring insights. And even strategies for successful trade negotiations.

Bread & Butter is also a pioneer in engaging consumers with new and inspiring methodologies, including Aha!, the next generation online qual tool that mirrors social media platforms like Facebook. Our specialist division, “Huckleberry”, develops brilliant social media strategy using online qualitative research.

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Hycon Research – Shanghai | Asia–Pacific

Hycon Research is a professional full services research agency with a wide fieldwork network in Mainland China and most neighboring countries in the Asian Pacific Region. We have 40+ full-time employees and 200 part-time interviewers, plus hundreds of local partners throughout all of China.

Our wide-range of research methodologies include Qualitative (FGD and IDI, etc.), Quantitative (D2D, F2F, CLT, Online, Sensory test, etc.) and Usability Tests.

The 6 finely decorated FGD rooms located in Shanghai, Guangzhou an Beijing are equipped with wide one-way mirrors, color video systems and simultaneous interpretation. Our professional usability test studio is equipped with advanced zooming camera, interface shot recording, and PIP viewing as well as an online streaming system.

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to the heart – United Kingdom

After 13 years in international strategic research agencies, Caroline Pakel set up as an independent consultant in 2000. Her business, to the heart, is rooted in five core values: curiosity, authenticity, passion, growth and care.

Caroline is a qualitative research specialist with a preference for motivational and “difficult” research problems.

Her approach to research is rooted in social psychology and creative problem solving. Although projects have tended to mostly involve face-to-face, online, ethnographic and co-creation methodologies, she has also enjoyed creating and innovating new approaches to meet clients’ needs.

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