FrameWork

An effective combination of market knowledge and applied skill.

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A new offering from Senex Global Research and Nerve Collective.

Research ➔ Execution

FrameWork focuses on home products, specifically home building materials and durables. We conduct research, provide quantitative analysis, and recommend best ways forward. We also assure that communications and marketing effectively pursue those best ways forward. We possess niche expertise and modern marketing know how.Our point of difference: a common sense approach to business activities that have become increasingly disconnected from reality.

Who’s Blowing It

There is a glaring discontinuity between solid market research and what passes for creative execution: marketing, communications, and advertising, especially in the home products world.The industry is awash in poor messages, badly timed communications, and squandered opportunities passed off as success.What we see is akin to ultra-pasteurization. Bad ideas last longer. Think about it. Consultants of various vernaculars run through all your closets and often enough, by way of an expensive report, justify the disruption by assigning new terms and definitions to what's already obvious.

Operational Intelligence

FrameWork is the result of earned experience combined with a cynical perspective (also earned) on the unraveling of creative services in general, marketing communications in particular.Time and again we've watched excellent research handed to a creative team that in turn misunderstands both its value and purpose, something akin to a gorilla being handed a cello.We recently asked an executive at a big, big agency why there’s such a chasm between market-driven research and creative execution. Her answer: the creatives simply don’t care.

See Through

Necessity brought us together. COVID disrupted everything, including the dynamics and practices of agencies. Many, you may notice, are much smaller or are already gone.Many talented people are reshuffling their lives, going freelance, building furniture, something other than art direction.Compounding the problem is technology, which keeps ticking up the tempo from trot to gallop to full-on sprint. What used to work isn’t working, and what mattered then is laughable now.

RESEARCH
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See the market in near real time.

ANALYSIS
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Identify best target audience

PLANNING
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Identify the mechanism/media

EXECUTION
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Motivate target with messages & incentives