IG researchers use traditional marketing techniques, data, stakeholder research and analysis, as well as the science of social anthropology. This helps us to better understand social groups and the wider community so that we can support accurate segmentation, adoption and ultimately engagement for either social impact or improvement.
Anthropology uses the comparative studies of different cultures and makes cross-cultural comparisons. It also examines, interprets, analyses and compares the results of ethnography - the data gathered. This allows us to compare and contrast different societies and cultures. We augment our data and research within this context, commentary and analysis, which helps us to anticipate social trends, identify risks and provide a better forecast of future changes.
This intelligence and science is applied to both understanding and predicting the likely responses of stakeholders to risk and rewards mixes, and to improving the design of behavioural change or engagement programmes to maximise adoption.
A selection of research projects undertaken