We all see the world through our own lens
As much as we’d all like to say we review our market situation objectively, most of us pretty much just notice what is in front of us.
And, sometimes this means we are missing the insights lurking nearby because our thinking is limited by what we know so well.
Nitty Gritty is an insights consultancy that uses research and creative thinking to shift the focus back on the consumer.
It’s our business it is to help you find and pinpoint those elusive insights
We help you keep your outlook fresh – encouraging you to look at the ordinary, differently…
Start asking yourself some questions about your brands and business…
Are consumers really as we imagine?
Is our brand what we believe it to be?
Is our offer relevant to consumers?
Are we not seeing something obvious that could prove to be a game changer?
Is our offer being heard as loud as we think it is?
Getting your head around new ways of thinking invariably leads to whole new opportunities you might not have ever considered
By providing the fresh lens on your project
Our strength is to offer perspectives that refresh how you’ve been thinking about the challenges and opportunities.
We will provide the food for thought that will open up some other avenues or some different ways of attacking the project.
We ask questions that throw you into a different mind space
We will help you…
See a clear vision for your brand
Explore what is limiting progress
Define the new consumer landscape
Provide you with unexpected and refreshing strategies
Succeed with new opportunities
Develop creative communications and marketing
All of this means you will have more options, ideas, and potential to explore than you initially thought
Then you are much closer to really connecting with your consumers and pinpointing where you need to focus
Julie Houston – first port of call for Nitty Gritty advice + ideas
My role is to hunt down insights for clients but also guide them to think in a way that continuously reveals new insights they build on.
Why take a single look when you can use a wide angled lens to think of other ways of coming at an issue?
Loads of curiosity is what has lead me to and kept me interested in marketing and consumer psychology – there is always a new angle to consider, and it’s great to have the opportunity to dive into uncharted territory.
Before Nitty Gritty
My first foray into consumer behaviour was a national study of 23,000 children’s smoking behaviour which made me appreciate big data well before it became trendy. I somehow managed to emerge unscathed after conducting this survey in person in around 30 Victorian schools with groups of 80 teenagers per session. It gave me a healthy respect for both social research at the coal face and the importance of including lie scales.
I began Nitty Gritty in 2010 after over fifteen years in the traditional research agency world including founding Researchwise a market research agency. I consult across private and public sectors marrying psychology and marketing which definitely helps get an extra perspective on projects.
I’m published as a psychologist and researcher in research and medical journals
worked as organisational psychologist where I developed a stress test for train drivers
been a health educator, a rehabilitation counsellor, once manned the ‘Quit line’ for the Cancer Council
honed my interviewing skills with Australia’s politicians and shock jocks
did I mention I oversaw a highly confidential sheep nutrition trial for a pharmaceutical giant ? Well a long time ago when wearing a lab coat was a key motivation
What is clear is that research runs in my blood right throughout my career and continues to flow. I have lead hundreds of projects speaking to thousands of consumers at length about their lifestyles, habits, values and aspirations which in turn amounts to many insights.
Keeping busy in keeping on top of all that is shifting in technology, the working world and with consumers in general including…
enjoying writing about creativity and have programs and tools in the works in this area. I just need more time to….think it over myself.
reading widely and drinking up anything that purports to be about creativity, ideas, and mindset despite knowing that I shouldn’t be taking work home.
enjoying Melbourne with my family – great spaces, food, arts, retail therapy and ideas – all of which fills my bottomless ‘to-do’ list.
fascinated by social media and a sometime tweeter (very lamely according to my teenage daughter) about a range of things but usually about anything that contain a good insight to marinate further @lattemarketer
Our think tank
Nitty Gritty teams professionals with particular expertise in more complex areas such as social research, market segmentation, data potential, IT solutions and forecasting models.
We partner with Brand Beagle which is run by a creative marketing specialist, Liz Eades who supplies the marketing frameworks that help contain insights we discover for clients. We are very experienced at what we do and use our cross intelligence to make new inroads for our clients.
I personally design and conduct research from the ground up including our Fresh Lens Thinking Workshops and Programs on how to obtain insights that will set your business off on a new path.
While I am definitely the lynchpin on all projects, I link in with a large network of specialist services and professionals – most of them are local gurus with particular bents for things like segmentation, immersions, infographics, spiffy presentations, data analysis packages and survey tools.
I source the best thinking and expertise to ensure you get the best outcome.
Up for some insight?
I’m always pleased to chat over what you might be thinking of doing to help you get going with your next venture.
Some of the best projects I have worked on evolved out of rough ideas that I was approached about and was able to take a lot further than we’d thought was doable.
So feel free to get in touch even if you are at the early stages of ‘putting it together in your head’.