True North Research, Inc.

If you know where True North is, you are never lost.

For centuries, explorers have relied on the magnetic compass to help guide them to their destinations. Of course, experienced navigators were ever-conscious of the limitations of the magnetic compass in providing direction because it relies on the Earth’s variable magnetic fields. Because the location of the magnetic north pole wanders over time, it often fails to align with the direction indicated as ‘north’ on most maps, also known as true north. Thus, to precisely and reliably navigate their courses, explorers had to first estimate the location of true north, which was accomplished by calculating the magnetic declination.

Obvious analogies exist between the tools used by explorers for navigation and the role that our consultant team plays with our clients. Research is, after all, a means of providing direction. We believe our role is to help our clients navigate competitive landscapes, avoid pitfalls, recognize strategic opportunities, negotiate the winds of change, and reach their goals - whether the goals are marketing, programmatic, policy-oriented, or political. And just as ‘true north’ is associated with precision, accuracy, reliability, and consistency, so too is the research that we at True North Research provide our clients to help them make sound, strategic decisions.