Because tomorrow’s trends are in the urban market today, one of our hallmarks is identifying future market trends. It's a matter of knowing where to look and accurately recognizing and 'seeing' them, and as the great American poet William Stafford said "... and then you see". Because, if you are missing the market right next door - how effective are you globally?
Method/ Observational
Urban/Signs uses direct field observational techniques and 'battle tested' experience that is expressly designed to investigate, detect and decipher the urban marketplace in new, exciting, and more insightful ways. It is often the first step in our 4 Dimensional research process. In most cases, a market assessment is performed at street-level using proprietary processes to acquire, compile and 'see' relevant market trends and cultural factors impacting your company, policies, products or services.
Although very active in the U.S. and around the globe, many urban trends go undetected from mainstream analysis. Signs are directional and indicative of market flow, change and adaptation. The African American aesthetic and culture have historically signaled market changes, transformation, and re-invention. The same improvisational dynamic seen in jazz that signals a chord to change or a new musical direction is also prevalent in the urban market that something new is called for.