It is not always easy for people to put strong feelings and opinions into words, particularly in challenging subject areas.
The Dream Mill integrates creative, psychological and projective techniques to enable research participants to express themselves in ways where we can understand their unique experience. Our approach allows us to go beyond initial and potentially superficial responses.
We design exercises and games that engage participants and set up a spirit of mutual activity. We encourage people to express themselves using a variety of tools designed to draw from their cognitive, emotional and social experiences. We synthesise data into practical insights for our clients.
The Dream Mill were instrumental in helping our creative staff understand what core motivations are driving attachments to each of our children's channels. The workshops enabled everyone to enter into a meaningful dialogue with core consumers and gain first hand understandings. Furthermore, the debrief and the leave behind documents were distictively presented and have been invaluable in developing our channel positioning and marketing.
Back to our approach
Danny Cohen, Broadcast Research Director
Boomerang, Cartoon Network and Toonami UK