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OUR CONCEPT

 

WE THINK DIFFERENTLY.

We use a dialectical approach that guides our thinking at every level of our work. This philosophy of thought seeks to bridge gaps between seemingly separate or contradictory forces or concepts. It's what allows us to embrace both art and science, to use revisit methods that were abandoned decades ago and innovate new methods for the future, and to approach the concept of branding as the totality of all experiences across all channels, online and offline, direct and indirect, across all audiences. It gives us the ability to approach every project with a fresh perspective. We fully explore research problems across multiple contexts and uncover opportunities that can only be observed this level of perspective. Our unique talents give us the ability to assess the full range of interrelated forces impacting a business and then "zoom in" at a microscopic level to understand of the complex and nuanced relationships between. This gives us the power to help create strategies, brands, products, experiences, and even music in a totally different and powerful way.

We didn't consciously adopt this form of thought; truthfully, it's just a product of the brain we were built from and because we're comfortable following an unbeaten path. We approach every moment as a possible opportunity to evolve past our current understanding of the world.

Whatever label best fits our macro/micro, art/science, new/old, people-centric, passion-fueled approach to business thinking--we do know it's our real-life superpower. It's what always keeps us a few steps ahead and what people love about our work. More than ever, our approach now has the ability to take on even more power because it also aligns with the new consumer mindset and provides a greater level of flexibility to evolve alongside them into the future. These consumers will continue to break down the walls that were once built to help understand them and predict their behavior. So it helps that we've always ignored those walls anyway!

WE COMBINE ART AND SCIENCE.

Art and science are often thought of as opposing disciplines. But in our work, we've found that our ability to approach complexity with powerful levels of both scientific precision and creative talent is what takes the work we do to the next level. 

 

We believe that art and science are both essential ingredients for innovation. Science gives creativity a license to take risks and consider options outside a safe and familiar set of choices.When creativity is backed by scientific methods, there are no limits to where you can travel to explore new concepts and develop new ideas, because you also have the ability to test those concepts and eventually ideas can transform into innovation. We are constantly exploring new ideas and developing a more in-depth understanding of the world around us. We conduct a large amount of self-funded research gain new perspective and to approach our consulting with a higher level of insight. 

 

WE HAVE THE POWER OF PEOPLE.

In addition to our creative, scientific, and strategic abilities is our in-depth understanding of human perception. 

Today's leaders live in a world of dashboard data and AI systems.  It may seem like the last thing needed is more data. While these tools can be very helpful to gain an understanding of what consumers are doing, when they are doing it, where they are doing it, and how often they are doing it, there are essential elements missing: the understanding of why they are doing it...or what they aren't doing it.  

Brand is a concept that lives in the hearts and minds of people. Our research is designed to go beyond AI to explore the critical components of that experience: What creates brand loyalty? What language is effective in communicating a brand message?  What music creates brand energy? How is a physical space or service interaction contributing to the totality of brand experience? What is the emotional connection to your brand? What makes a brand seem authentic? Human? Purposeful? Unique? And our human brains go beyond artificial intelligence. We are human experts with the power to turn perspective into vision, direction into innovations, and information into inspiration. 

 

WE STUDY BRAND AS AN EXPERIENCE.

When Stacy opened Atomic Research in 2016, one of the initial concepts she developed was what she then called a "full-scale solution" and she developed an entire set of "workforce solutions" to include employee research, not as a standalone, HR effort--but as part of a comprehensive exploration of a company with all its relevant audiences included. Having studied I/O Psychology, Stacy was skilled at organizational research and had conducted employee satisfaction research and had designed an employee engagement index. In many cases, she would conduct customer research and employee research for the same company but with different points of contact representing HR and Marketing. She began uncovering new perspectives and insights by analyzing the company as a more functional whole but the organizational divide between teams and between audiences provided no opportunity to drive strategy at that level.  Now, three years later, the concept of the "employee brand" and the "marriage between HR and Marketing" are hot business trends. But we predict this is only the beginning of a much larger shift that will require many business leaders to unlearn a lot of what they thought they knew about consumers. Our approach has been designed on the assumption that the consumer mindset will become increasingly fluid. There will no longer be meaningful distinctions among the ways they experience brands, but the path to achieving brand loyalty will be radically different from what a traditional brand could comprehend.   

 
 

WE HELP CREATE LIVE BRAND ENERGY.

Live, in-person experiences are becoming a powerful way to connect with consumers on a meaningful level. Live brand experiences have the power to take on what we call "brand energy." There are four primary contributors to activating brand energy: sensory, emotional, intellectual, and behavioral. We have designed an innovative approach to researching the perceptual power of live brand experience, allowing us to analyze,  strengthen, and build next-level brand experiences. 

Our approach combines a quantitative brand experience index that allows us to track perceptual change over time, as well as in-depth qualitative tools and ethnographic methods that provide a deep level of understanding of the factors that affect perceptions and how they relate and interact to form brand energy. We provide strategic consulting from our LiveX Team of research and industry experts to bring brand experiences to life through perceptual insights.  

 

LiveX power is designed for experiential marketers and brands that are built around live human experiences, including conferences, entertainment venues, theme parks, festivals, casinos, restaurants, bars, and night clubs,  museums, casinos, and hotels. 

 

WE RESEARCH MUSIC.

We believe that music is and will increasingly become a powerful tool for creating brand loyalty. Music is a powerful tool for building strong emotional connections, for creating brand memories, and for driving brand loyalty. It's a way to tell your brand story in a way that consumers  want to listen to. It can be used to tell your broadcast a meanigful and consistent brand message across various audiences and channels. But it's critical that the musical elements of your brand experience are telling the right story. We combine research expertise with with music industry experience to put strategy behind song and to help create musical content that brings your brand to life. 

WE ARE AN EXPERIENTIAL LEARNING ORGANIZATION.

We believe that music is and will increasingly become a powerful tool for creating brand loyalty. Music is a powerful tool for building strong emotional connections, for creating brand memories, and for driving brand loyalty. It's a way to tell your brand story in a way that consumers  want to listen to. It can be used to tell your broadcast a meanigful and consistent brand message across various audiences and channels. But it's critical that the musical elements of your brand experience are telling the right story. We combine research expertise with with music industry experience to put strategy behind song and to help create musical content that brings your brand to life. 

WE PRACTICE MINDFULNESS.

We believe that music is and will increasingly become a powerful tool for creating brand loyalty. Music is a powerful tool for building strong emotional connections, for creating brand memories, and for driving brand loyalty. It's a way to tell your brand story in a way that consumers  want to listen to. It can be used to tell your broadcast a meanigful and consistent brand message across various audiences and channels. But it's critical that the musical elements of your brand experience are telling the right story. We combine research expertise with with music industry experience to put strategy behind song and to help create musical content that brings your brand to life. 

WE PRACTICE MINDFULNESS.

We believe that music is and will increasingly become a powerful tool for creating brand loyalty. Music is a powerful tool for building strong emotional connections, for creating brand memories, and for driving brand loyalty. It's a way to tell your brand story in a way that consumers  want to listen to. It can be used to tell your broadcast a meanigful and consistent brand message across various audiences and channels. But it's critical that the musical elements of your brand experience are telling the right story. We combine research expertise with with music industry experience to put strategy behind song and to help create musical content that brings your brand to life. 

WE BORROW FROM THE PAST

AND LOOK TO THE FUTURE.

We are experts in our field and we understand the foundational science and standard practices of our industry. But we also understand the change that is happening around us how that new consumer era will require a new set of tools and methods. This means new ways of conceptualizing consumer experiences, creating new strategies for establishing brand familiarity, developing a revised understanding of what consumers want and expect from a brand, following a different path to brand loyalty, and preparing for more change to come in the not-so-distant future. 

Not only do we apply our understanding of the new consumer complexity to the work we do for clients, we've also developed tools to better support our services. We rely on consumers to provide the insights that fuel our work. Landline telephone samples and email panels will not remain feasible sources of representative consumer samples. In order to develop new tools for connecting with consumer samples, we had to align our methods with what what we know about modern consumers. Our experiential sample methods include a variety of approaches that allow us to connect with consumers in a more efficient and more meaningful way.  Access to consumer samples is only half the battle, consumers are increasingly disengaged from or skeptical toward the research process. We have found that the consumer concept of market research has been so tainted by the over-use and misuse of of free and easy survey tool that engagement is equally problematic. 

 

Our technique uses old-school methods with new school communication tools. We use event-based experiences and consumer intercepts to connect with consumers in face-to-face experiences that reinforce our authenticity, humanity, and purpose. Through education about our work and the impact it can have on the quality of the products and services they use every day, they see us as enthusiastic human ambassadors of purposeful work centered around them rather than a pop-up screen or email with a survey form attached. We reinforce our consumer-facing brand message throughout our digital and social media experiences. 

We also used a new school version of a mixed mode approach to data collection, giving consumers new options for survey administration. Many younger consumers are more comfortable completing surveys in ways that reinforce the authenticity of human experience. We offer online audio and video survey call backs in addition to online self-administration, giving consumers the ability to engage with us in a way that aligns with their attitudes and the ways they communicate. 

 

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