David Jones, Managing Director,

There are lots of research companies out there. So, why another one, and why now?

We believe the brands that understand best, demonstrate this understanding and are in turn understood by their customers will do best in their markets. We don’t think that this is simple or easy. But we do believe that it is central to sustainable commercial success; for our clients and us.

The last few years’ have witnessed way too many brands, service brands in particular, losing touch with their customers, even trying to confuse them for profit. This won’t work in the long run. Only truly understanding one another will ultimately deliver mutual value and enduring relationships.

Habit5 is in business to help our clients achieve an Outstanding Understanding™ of their customers and we are committed to being better at this than any other research company.

When a brand demonstrates that it really understands a customer it gives them a real buzz, prompts recommendation and sustains satisfaction.

Humans have a deep seated desire to be understood

Understanding is a key part of the social construction of the self, perhaps the second biggest motivator, after the desire for physical survival. When a brand demonstrates that it really understands a customer it gives them a real buzz, prompts recommendation and sustains satisfaction.

Brands better understand, or else

There is a growing imperative on brands to demonstrate understanding and deliver value, based upon the data they hold on people, or face losing the right to hold that data. New EU rules on the right to be forgotten are being championed by the EU justice commissioner, Viviane Reding, heralding the prospect of serious fines for companies that refuse to honour requests from customers to erase personal data. There is no better time to get better at understanding and acting upon it than now!

Brands themselves need to be understood

In order to really lead their markets; brands need to be well understood by their customers. A brand’s purpose, cause, beliefs and approach need to be clearly communicated in a way that resonates with each individual customer. If you’ve not seen this already, watch Simon Sinek explain the imperative to ‘Start with why’. Habit5 helps brands be better understood by using research to shape and define brand narratives that are both believable and inspiring.

Find out more about our approach

Here are five ways in which we’re different

  1. 1We think that how well understood a customer feels and how well they understand a brand, are driving brand health metrics. So we’ve created a comprehensive online study – the Mutual Understanding Measure (MUM) to start to monitor this across many leading brands.
  2. 2We champion ‘In Life’ Research wherever possible, believing that it makes most sense to run research when and where people would be naturally thinking about the subject area, brand, product or channel.
  3. 3Our researchers have the wider marketing expertise to consult upstream and downstream from the research itself. Achieving a stronger join between commercial objectives and research outcomes. We assist clients in moving from Insight2Impact.
  4. 4As the pace of working life and personal life gets ever faster, and in some ways more chaotic, it can be increasingly difficult to find the time and space to Think Slow. More considered and reflective thought is just as important as agility and thinking on your feet. Habit5 is skilled in creating and moderating opportunities for deeper thought and bigger ideas for leaders, teams, and work groups.
  5. 5If a brand, business or organisation has decided to make a step change in how it serves and satisfies customers then Habit5, in the form of the Outstanding Understanding Model has the end-to-end process, tools and skills to support this ambition throughout.