We don't see any need to reinvent the wheel here. Research remains an important strand of drawing insight into consumer behaviour and there are many agencies with vast experience in this area. A good few of them sit within Cello Group so where formal and extensive research is needed we'll work with our colleagues in Leapfrog and Insight Research. This will cover online and offline panels, both qual. and quant., programme and one-off projects.

Recent addition to the Cello Group, Face have done some pioneering work on co-creation with Unilever brands among others and that provides an interesting alternative.

Where a close link into analytics and database is needed, the research team in our partner company Tangible Data may be best placed to provide support. Of course in all instances the Oomph planning team and creative lead will be heavily involved in research briefing and evaluation.