Surge Approach

Whether our assignment is a very focused project or coming up with an entire marketing strategy or campaign, our approach is the same. Our I² (Insight + Imagination) Approach ensures that our clients get breakthrough ideas that produce results.

1. I² Preview: We start with a Surge I² knowledge session that identifies available data, learnings and research results, along with a
   brainstorm on the creative application of these insights. We define objectives, develop hypotheses and establish the framework for a plan or campaign based on client stakeholder input. During this stage, it’s important to maintain a good mix of insight-minded and imagination-minded stakeholders.
2. Design: Next, we scope and design the project, campaign or plan with clear milestones and metrics in place
3. Test: We incorporate testing touch points throughout the project to ensure accurate collection of data
4. Implementation: We execute, execute, execute
5. Measurement: We measure and analyze the results of our project or campaign
6. I² Review: We reconvene the key stakeholders in a knowledge session debrief to review results and brainstorm the meaning and implications of those results. This closed loop feedback mechanism helps to pave the way for continuous insight and learning.