Mark George

Quirk Research

Quirk is an independently owned market research consultancy, specialising in qualitative research. Everything we do is summed up by the idea of 'simple human truths'... Truth is a powerful thing. And in the world of marketing, the simpler the truth, the more powerful it is. Truths come in many forms. As a research consultancy, it is our job is to discover them. We are collaborative, flexible and operate by some very strongly held principles: 1. Give direction : If you don't know what to do next, we haven't done our job. 2. It's the thinking that counts : Without quality thinking, you get nothing but vagueness and cliche...and no closer to the truth. 3. Near enough is never good enough. 4. Be fair dinkum : Always tell it like it is. Always have a point of view. 5. Tell the story : Make the connections. Build the narrative. There is nothing more powerful that a truth well told. 6. Be clear : Use simple language, not jargon or buzz words. They encourage lazy thinking and obscure the truth. 7. The whole picture: Culture and context are as important as individual traits or desires. To ignore either is limiting. 8. The right tools : What best suits the job at hand, use. 9. Above all else, stay curious.