In this video created by the publisher, Penguin (whose book jacket design has long been a subject of our deep admiration) we see the difference between perception and intention.

As the first half of the video plays we imagine its inspiration is the result of long-held opinion or potentially some focus group research. As the second half of the video plays we see a turn-around (literally) that is much more likely the result of a deep understanding of the audience that originates from the audience itself or from having spent a good deal of time with them. (Thanks to PSFK for pointing us to this video.)

At Nucleus our assignments start with a period of examination where we dive deeply into a pool of existing information to get to know our client, the category in which they operate, their history, successes and failures. This helps us form initial hypotheses about the brand that we can then test in the market.

The second phase of an assignment includes an immersion in the present to examine understanding, energy, momentum, aspiration, ambition, issues, stumbling blocks, market dynamics and more. Inevitably we find ourselves speaking to executives inside the company, customers, consumers, vendors, suppliers, partners. It isn’t unusual for us to pack a week with 75-100 interviews; in person, via phone, through shop-a-longs, coffee shop chats, closet tours, girl-friend groups, and more.

Some of our clients ask why we don’t include focus groups at this point. And our answer is always the same. Our guiding principle is that actions speak far louder than words. This holds as true for a brand as it does for its customers.

Focus groups can provide us with perceptions but only ethnography provides us with intention, a far better predictor of behavior.

Through our ethnographic work we are able to experience not only what someone thinks but are also able to examine their natural behavior and the influence of relationships, all from inside familiar surroundings. We know that by examining and understanding the real triggers that move people and markets toward interactions rather than collecting opinions about the brand or topic (often fueled by a human nature to please the authority figure in the room or on the other side of a mirror) we have far greater success in uncovering the truth and achieving our goal of defining the brand and aligning its ambition with that of its audience.