IE Brand’s a great listener. We listen to what our clients have got to say, then we speak to audiences to see what they really believe. Then we compare the two – always on the lookout for any gaps or misperceptions. Sometimes we only need to speak to a handful of people, but other times we may need to consult with dozens, or even hundreds of stakeholders. We can be researching small organisations with big ambitions, or large and complex clients who need help to wrestle with their brand architecture. Whether qualitative or quantitative, or a healthy mix, it’s audience insight that drives every one of our projects.