Qual & Quant Research
// Challenge
1664 were launching the Unquestionably Good Taste campaign, fronted by Robert Pattinson, and needed a robust piece of work to underpin earned media for the entire 12 month period. Working with Full Fat, 1664 agreed that a research white paper all about good taste would be the perfect fit.
// Methodology
After proposing a methodology which aligned with markets, timelines and budget, I was awarded the white paper. As a qualitative expert, I needed a quantitative expert to run that side of research, and found Michael Brennan to be the perfect partner. The methodology consisted of research across 7 markets, with 16x interviews with people with good taste, and a survey of 3500+ respondents. Working closely with Michael on survey design, all interviews were carried out Nov-Dec 2025, with the survey completed by mid-Jan 2026.
From here, we analysed all the findings and created an internal presentation to unpack which threads were most exciting for the brand. Next came the writing process, which culminated in editing suggestions from Full Fat and a signed-off document.
Finally, our design partner put everything together into a beautiful document, complete with both infographics and images to illustrate all the findings.
// Outcome
The white paper, “A Question of Good Taste”, was published in May 2026, and is front and centre of the Unquestionably Good Taste campaign from 1664. It is early days but there is already good traction with press, with both national and international coverage in the works.