We work with information curators called ‘grasses’ who immerse us into the lives of our consumers. This is central to our methodology. The word grass is British slang’ for spy/ informant. Grasses are early adopters of mainstream behaviour, recruited according to their connectedness and their ability to inform on a wide spectrum of consumer segments. They reflect the demographic profile of the markets in which we operate and provide insight into lives of their peers and friends.
We have at least 200 carefully profiled grasses who are access points into their broader peer groups, giving us access into the lives of about 1500 individuals all over the country. Over the years we have specialized in growing the network across the following audiences:
