Quirk is an independently owned market research consultancy, specialising in qualitative research. Everything we do is summed up by the idea of 'simple human truths'... Truth is a powerful thing. And in the world of marketing, the simpler the truth, the more powerful it is. Truths come in many forms. As a research consultancy, it is our job is to discover them. We are collaborative, flexible and operate by some very strongly held principles: 1. Give direction : If you don't know what to do next, we haven't done our job. 2. It's the thinking that counts : Without quality thinking, you get nothing but vagueness and cliche...and no closer to the truth. 3. Near enough is never good enough. 4. Be fair dinkum : Always tell it like it is. Always have a point of view. 5. Tell the story : Make the connections. Build the narrative. There is nothing more powerful that a truth well told. 6. Be clear : Use simple language, not jargon or buzz words. They encourage lazy thinking and obscure the truth. 7. The whole picture: Culture and context are as important as individual traits or desires. To ignore either is limiting. 8. The right tools : What best suits the job at hand, use. 9. Above all else, stay curious.