VCCP agency launches tech focused insight spin-off

David Adley - Calico LaunchVCCP Group-owned Watermelon Research is launching a new technology-focused market research spin-off agency, which aims to provide a ‘one-stop shop’ for specialised insight.

Calico is the brainchild of Watermelon Research chief executive Mark Squires and is claimed to be powered by state-of-the-art technologies, designed to deliver on its three core business propositions of complex survey scripting, global fieldwork and data services.

It will be led by David Adley (pictured), who started his career at Facts International’s operations centre in 2010 and has been Watermelon’s director of operations since 2020.

The agency maintains the name Calico draws inspiration from calico cats, who display three colours in their coats, and Calico will similarly present three business priorities.

Survey scripting – from the simple to the highly complex (including max diffs, conjoints and integration with external software), Calico’s in-house team of programmers can script surveys in multiple platforms and optimise survey design to deliver engaging and user-friendly interfaces.

Global fieldwork – Calico partners with dozens of consumer, B2B and specialist panels, deploying and blending them independently and impartially based on their suitability to provide the best solution for each and every project.

Data solutions – using automated in-survey checks alongside a large in-house team of QC specialists, Calico will provide flexibility on how data is processed and provided, backed up with data security and protection, with ISO 27001 and Cyber Essentials accreditation.

Squires said: “At Watermelon, we’ve always taken a client-focused approach to our business, immersing ourselves in our clients’ cultures and ways of working, integrating with them and acting as one team.

“Our goal with Calico is to provide this same service to the rest of the industry and deliver best-in-class operations to other agencies that want to focus on insight and analysis, rather than supplier management and operational headaches.”

Adley added: “Our in-house team of programmers and client managers not only understand the principles of market research, but also the pressures of our industry, and our goal is to provide a transparent and trustworthy service to our clients.

“The team we’ve put together really loves what they do and can’t wait to get out there and work with other passionate researchers to provide a hassle-free solution to market research.”

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