Plunkett Communications Inc. - Brand Architecture through Marketing Research


On-Site Insights™
Brand Drafting™ Communications Architecture™ Brandscape™ Evaluation Brandscape™ Tracking
Brand Renovation Blueprint Workshop™ On-Site Insights™ Webscape Architecture™ Testing  
Quick Study™      


Our On-site Insights™ qualitative approach is inspired by cultural anthropology and is a blend of ethnography and in-situ depth interviews.

We observe and videotape participants interacting within an environment where Brand usage occurs or where Brand decisions are made and we witness consumers demonstrating their relationship with the Brand.

Some On-site Insights™ environments

  • Retail Location
  • Service Centre
  • Workplace
  • Home
  • Entertainment Venue
  • Restaurant
  • Vehicle

Insights are drawn from our observations and depth interviews are contextualized within the wider framework of the life strategies and culture of participants, which allows us to develop a deeper understanding of the target audience.

We edit these insights into clips which are then embedded into our presentation to the client – with analysis and explanation.

Our On-site Insights™ approach is particularly effective when the participants are hard to reach (e.g. youth, law firm clients, mothers with babies, affluent consumers) or the research questions are more complex requiring a combination of direct questioning and observation.

On-site Insights™ can be used alone – as a basis for positioning, planning, or product/packaging development – or as an add-on to our more traditional focus groups, on-line surveys, etc.

On-Site Insights™ Studies
  • Consumer Behaviour Exploratories
  • Product Usage Exploratories
  • Customer Service Exploratories
  • Brand Positioning Exploratories
  • New Product Development Exploratories
  • Packaging Development Exploratories
  • Retail Ethnography
  • B2B Corporate Culture Exploratory

"The only measure of what you believe is what you do. If you want to know what people believe, don’t read what they write, don’t ask them what they believe, just observe what they do"

~ Ashley Montagu.





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