Researchwise Founder Launches New Agency

In Australia, Researchwise founder Julie Houston has launched Nitty Gritty, a consultancy focused on 'social marketing' - campaigns which effect behaviour and attitude change in society. The firm will help clients develop their ideas and approach using research, evaluation and training.

Houston set up social and commercial research agency Researchwise in 1998, prior to which she spent four years as a Senior Research Associate at Sweeney Research. She began her career as a behavioural scientist at the Centre for Behavioural Research in Cancer.

Her new firm Nitty Gritty offers a tailored approach to delivering social marketing insights through a range of initiatives such as attitudinal segmentation studies, client and community surveys, focus groups and community cafes, and ethnographic research. Houston designs and oversees all projects and when required will call on a team of specialists in social marketing strategy, research and policy.

'Social marketing is a complex and messy area to work in, with wide-ranging and challenging issues,' she comments. 'I'm envisaging a social marketing world that extends well beyond developing communications campaigns. It includes social interventions, product trials, program design, brand building, stakeholder training and community capacity building approaches.'

The new firm's web site is at www.nittygritty.net.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.