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FreshMinds Becomes 'Decidedly'
In the UK, the insight and innovation arm of consultancy FreshMinds has been renamed Decidedly, in a move which it says 'reflects an important step in the evolution of the business'. The Freshminds recruitment agency will continue to trade under its existing name.
 Founded in 2000 by Caroline Plumb and Charlie Osmond, the company now known as Decidedly offers qual and quant techniques, business analysis and strategic consultancy. Three years ago it launched an ideation approach called Spark, promising to help brands in the early stages of the innovation process by generating ideas for new products and services.
Recent projects have seen Decidedly using passive observation technology to understand claimed and recalled behaviour - revealing the 'real' tensions of family life and exploring how kids 'actually' spend their leisure time. In addition, the firm is developing prototypes with the aim of bringing ideas, concepts and products to life for consumers and stakeholders.
Commenting on the rebrand, Crump said: 'We can now take clients all the way from insights to ideas to prototypes, something that means we don't just tell them what the future should look like, we help them to confidently create it. And we do it at pace. We needed a new name to reflect this and Decidedly is a perfect fit, reflecting who we are, how we work and what we help our clients achieve'.
Web site: www.decidedly.com .
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