Verve Launches 'Ignite' Holistic Approach

Community panels pioneer and culture expert Verve has launched ignite@VERVE, a new offer combining its heritage in communities and smart digital research with a range of proprietary tools including AI, a global network of 'cultural and creative individuals', and a new cultural values framework.

The Ignite team is made up of strategists, semioticians, cultural analysts, behavioural scientists, anthropologists and UX analysts, and promises 'a deeper understanding of consumer behaviour in the context of changing culture'. AI is used to analyse vast quantities of social data and de-code culture at scale; while The Ignite Collective, a global network of cultural and creative individuals, will 'provide extreme perspectives', according to the firm. The division also taps the Ignite Values Framework, described as 'a universal cultural values framework harnessing nuanced perspectives on how people think, feel and behave'.

Kelly McKnight (pictured), Executive Director and Head of Ignite comments: 'Research needs to become more diverse in its thinking and holistic in its approach to support future and strategic decision-making for brands. We cannot look at behaviour in isolation; it needs to be contextualized within the prevailing culture and contrasted against outlier practices'. She adds: 'We're not interested in 'nuggets of insight' - we want to deliver the type of insight that is career-changing for our clients!'

Clients including the John Lewis Partnership, Walgreens, innocent and Samsung have already made use of the approach now formally known as Ignite.

Verve founder and CEO Andrew Cooper comments: 'In such changing times what brand doesn't want to answer big 'future of' type questions crucial to their business's future success? I love ignite@VERVE as it is an holistic joined up approach that enables us help answer such questions and itself change the 'future of research'!'

The firm is on the web at www.addverve.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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