Some say that “research” would never have produced the iPhone because they believe that “research” can only tell you about what is or what used to be. It can’t tell you what might be.
At Horizon, we would argue that the inventors of the iPhone were doing what we do, which is science, in the truest sense of the word.
This involves making reasoned hunches based on empirical data about what might be, testing those hunches against the facts and over time building a knowledge base that enables accurate extrapolation into the future.
We are not in the business of collecting data. We are in the business of getting clients the right answer to their most pressing consumer-related questions.
How do we know the answers we provide are right? We know they are right in the same sense that any scientist knows that the answers they get are right.
- They are based on rigorous logic and argument.
- They are tested against empirical facts.
- They are communicated in detail to our clients so that they can verify the answers for themselves.
Like science, the work we do builds on itself. Today’s guesses, tested against the facts, become tomorrow’s understanding – the basis on which further questions are asked and answered, and the basis on which we can do a better job of predicting how consumers will behave in the future
At Horizon, we then go further.
Like good scientists, we are helping clients build these answers into a body of knowledge, so they can look around the next corner and anticipate what might come next.