Our Landscape is an important first stage that gives us a clear understanding of the current situation through a process that ensures all relevant voices are heard and key people have an input to the project to ensure its success.
We do this through a combination of a) internal interviews with key people, usually including leadership, core functions and internal influencers, b) reviewing any relevant extant proprietary research and c) assessing relevant published data. This work is conducted using our model as a guide. All these inputs help us to reveal ‘The Landscape’ - a clear view of what these tell us about purpose, brand and reputation.
This work can sometimes be sufficient for us to then develop the insights and move to the Definition phase. Often we find there are gaps to fill and/or more questions arising that would need to be answered by primary external research. This becomes part of what we call the Diagnosis stage.