Our agency is anchored in one simple principle: empathy. It’s a timeless North Star for ethics & effectiveness, no matter what changes around us. So, in a sensitive world that demands cultural astuteness we’ve taken a radical step: speaking to lots of people to land our work in reality.
Research shows people in marketing think differently to normal people, but assume everyone is just like them. It creates an ‘Empathy Delusion’. Because it’s our job to know what’s true we seek out different perspectives. The hint is in the name: 100 Voices, not just our own. (Source: The Empathy Delusion, by Reach Solutions)
Our first human-centred tool, 100 Voices, is a global panel of respondents, primed over months of engagement, to deliver articulate & honest responses to Design Thinking Exercises. We borrow the principles of empathy, ideation and iteration from Design Thinking, & staff this unit of our business with open-minded thinkers from behavioural and human sciences.
“I can’t see where the edge of safety is”
The global pandemic has raised the volume on every kind of human issue worldwide, seemingly overnight. Through 100 Voices we’ve been humbled, moved and informed by hundreds of conversations on the human experience of the pandemic. Across race, gender, culture & outlook we’re able to dial up in-country samples per task.Watch ‘Are We All In This Together?’ Watch ‘Message From a Second Wave’
Few issues are more loaded than ‘difference.’ To understand & represent it more sensitively we’ve been speaking to Unstoppable Connectors: talented creators, activists and ‘wayfinders’ who bridge divides with powerful expressions of identity in a changing world.Watch Kestine Watch Christine Joy Nominate an unstoppable connector
This isn’t academic indulgence, it’s the primary way we are Disruptive by Design. With 100 Voices we achieve Texture at Speed and Scale. With that, we’ve developed a product suite that 100 Voices feeds into: everything from a toolkit for Behaviour Change, to qualitative measurement at scale and ‘glitch-hunting’ an experience so we can pull Disruption through to every touchpoint.Download the 100 Voices product sheet Use 100 Voices for your brand