Innovation: Takes all sorts to spawn breakthrough ideas

Branding agency Sense Worldwide populates its focus groups with consumers who are far from the norm. Extreme users are providing insights that a mainstream sample could never produce.

Innovation: Takes all sorts to spawn breakthrough ideas

Brian MillarSense Worldwide

The stairs to our company's fourth-floor loft posed a challenge for the dominatrixes. Many were wearing vertiginous Jimmy Choo and Christian Louboutin shoes, and there was a bit of grumbling by the time they got to the top. I suppose they're more used to dishing out suffering than enduring it themselves. As they made the trek through our building, they raised hardly an eyebrow from our staffers.

At Sense Worldwide, a branding agency specialising in working with extreme consumers, we're accustomed to individuals who are a million miles...

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