“I think these two different methods perfectly complement each other. We've got the ZMET approach that helps us to understand metaphorically what people think, so we can really get inside their subconscious minds, and with the ethnographies we get to see them in their natural environments. This gives us a …

“The team really understood what we wanted to achieve from creating a bespoke segmentation model for the NHM. They were incredibly diligent in their research and continuous feedback during the whole project and the outcome clearly fits our needs in understanding our audiences.”