Direction First celebrates 21 years of future focused market research

Direction First BD blog
Sydney based market research agency Direction First is celebrating 21 years by looking back on their achievements since its beginnings as a home office for one, to a successful and growing company with continual yearly growth.

As an agency who focus on the future of marketing and working with brands to develop strategies for success, Direction First pride themselves on their client relationships, and celebrated with many of their past and current clients at an event in October.

Erica van Lieven, Founder and Managing Director of Direction First has been through every win and challenge over the last 21 years and is proud and excited to celebrate such an important milestone. “So much of what we have done in the last 21 years has been about finding better ways to market brands for our clients. That is something we can only achieve with our amazing and dedicated staff, and our inspiring clients who have given us the opportunity to walk with them down new paths to a future of marketing and market research,” Ms van Lieven said.

“I did not start out with any grandiose plans for Direction First, just a sense that I would find a way to help clients progress their business goals by finding a better way to market to consumers. I started initially in the spare room at home and as we have expanded we have moved offices around Sydney,” Ms van Lieven said.

Having won numerous awards over the years including the 2014 RICA Employer of the Year Award, AMSRS 2011 Highly Commended Paper, Direction First’s scope of talents and services has expanded to incorporate strategic qualitative research through online communities, innovative brand tracking with continuous opinion based trackers for fast paced results and enhanced brand strategy for clients.

Direction First have become strong drivers of thought leadership in the industry, having presented at Mumbrella 360 for two years in a row on topics such as the future of working with Gen Z and the current climate in the marketing industry with their presentation, “White, straight and hopelessly out of touch…is this the Australian marketing industry?” which has been widely discussed and well received.

Matthew Jorgenson, Head of Client Service at Direction First believes that by constantly adapting the way they work and the tools they use, Direction First have been able to stay ahead in the market research industry. “By utilising advanced technology and methods we have been able to predict the future shape of marketing, including the popularity of cash free banking via phones and wearable devices which we predicted in early 2014, and the revolutionary talk and video we presented back at the 2009 AMSRS Conference, where we highlighted that online research and web2.0 was going to change the way market research would work,” Mr Jorgenson said.

The past several years has seen Direction First expand its industry and client base to include banking, health, pharmaceuticals, digital and education.

“Our goal is to share insights for a variety of clients to help them reach their marketing goals and to reach their consumers in ways they may not have imagined possible. In November we will be hosting a series of workshops to help businesses achieve their marketing goals with topics focusing on market research trends, consumer connections through digitisation as well as brand relevance. We are looking forward to sharing our knowledge and experience with a great line up of workshops,” Ms van Lieven said.

For more information on the November workshops or Direction First please contact Susan Croston susan@directionfirst.com.au or call 0418 196 006

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