What the fuck is going on?
A project with Saatchi & Saatchi
A ‘State of the Nation’ piece of research that gets close to real people around the UK. Not brand personas, not data-led aspirational segments to target. No focus groups, no viewing facilities. Real people in their natural environments. Truly capturing their realities. All around the UK.
Read more here in this overview.
“The reality Meet the 85% brings is essential to the future of our industry and brands. Our recent “What the Fuck?” project would have been impossible without its insight.
Mark is the King of Real.”
— Richard Huntington, Chief Strategy Officer, Saatchi & Saatchi
