The bedrock of much of our creative strategy is the research that goes into The Gut. In the ad business, like any business, gut instincts always trump focus groups and think tanks. We hold Gut Sessions with our clients when each new issue comes out. A Gut Session is an in-depth look at singled out Gut pieces that specifically affect a particular client’s business and target audience. We’re not a traditional research firm. Research firms are slow, expensive and end up telling people what they already know. We don’t just gather info and spot trends, we take what we learn and interpret it into creative concepts and strategies for our clients. Gut research has consistently produced results for the agency and our clients over the years. We don’t go safe and predictable. We go with what works. We go with the gut.