Learning to take another perspective

When you want to convince (new) clients or potential staff, you need to look further than you may be used to.

Because you only find new insights when you dare let go of your old perspective. But how?

We help you to take a different angle and we take you with us into the world of your target group.


Market research: there’s a world of difference between what they say and what they do

What people say can be way off what they actually do and feel.

You can ask people questions, but are they the right questions? And aren’t you better off challenging them to show what they really do? Or letting them show and tell you what happens at the crucial decision making moments? Which approach takes you as closely to actual behaviour as possible?

Qualitative research methods such as depth interviews and focus groups are one tool. Research apps, (self)ethnography, the use of audio and video recordings via mobile phones are another. We help you choose what tools make sense. And how to make the most of them.

Our clients can see what’s happening during fieldwork, whatever the method. Our work is not a ‘black box’. As a result, the conclusions & recommendations will be easier to understand. Which means they will trigger conversations about decisions to be made.

Should you wish to have guidance in having these conversations, we help you use your knowledge of all perspectives to direct your organisation’s focus.


Business workshops & cocreation: everyone participates

In our workshops all stakeholders participate. Be they employees, managers, customers or suppliers. Each one is engaged.

We encourage using the 7 principles of co-creation. From a departure point that all contributors are equally important, to the need to deliver value to end users, the organisation and the planet.

If co-creation is a bridge too far, we can still help you share knowledge within the team, overcome barriers to co-operation or bring the customer to life. We use multiple tools and techniques to get employees in a ‘flow’ and structure a workshop so it delivers tangible output and good follow through.


Armour Brown is a member of MOA (Expertise center for marketing-insights, research & analytics) and adheres to its terms and conditions.

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