Kirstine Berry, SMA
I found the whole process incredibly innovative, very cutting edge, different, challenging, inspiring and motivating…

The Cultural Imprint studies opened our eyes to see consumers. It helped to explain the different market dynamics that we could never put our finger on. As a result of getting the imprint analysis, everything changed. Every single function in the organization, marketing, the way we dealt with consumers, our external face, PR, internal marketing - everything was reviewed and redesigned based on the results. It became the culture of the organization.

Jerry Holtaway, McCann Erikson
I found the results to be very revealing and directional for my client, LEGO. Our sessions provided interesting new insights into the way people act, react and interact. In fact, the results were illuminating and influential enough to prompt a total rethink of a key program. We acted to the learning that many of our assumptions about attitudes, mindsets and business-customer interaction simply didn’t hold up in the real world.

Imprint analysis is all about conceptualisation, dreaming, imagination, feeling and emotion - it’s a platform that allows all that to happen. We used Cultural Imprint to better understand mothers, but I can easily see how it could help other companies, for example technology manufacturers, develop incredibly insightful briefs for creative people. I also think it would present wonderful insight to product development people.

Sabine Waeldner, Wyeth Laboratories
The Cultural Imprint technology is a very competent and flexible approach. It is very open to absolutely everything and anything and is very creative in getting answers to the questions we raised in the beginning. It tried to go down to the very root of our market and see what the situation was at the moment as far as the women and doctors were concerned. It did highlight many things that people thought they knew, but knew wrong or had misconceptions about. It got us to think that there is so much there that we either misconstrued in the past or thought we knew and didn't and totally new things that we didn't know at all. After Phase I the reaction to the results was excitement across the board. Some people are actually involved directly with the product and the results affected their work every day. It also affected those who were not directly involved with the product.

David Hall, Wyeth Laboratories
The work that Cultural Imprint provides gives us a competitive edge. When you put the results into practice in developing your literature and having sessions with health care professionals' that's when you see the results-you are really communicating with people. We changed the style of communicating with our customers; we changed the language we used in all manner of different vehicles and in the field with our salespeople. One saleswoman ran a group with healthcare professionals using the results and it was like watching a series of light bulbs being switched on in the room. As she talked about what we found, you could see the empathy and the understanding she got from the group and the recognition as to what she was talking about. The healthcare people had a new understanding after this meeting.