In almost 20 years of experience working for global research agencies as well as on the client side, I rarely met an agency not claiming to put the client first – but as it happens with consumers, agencies' claimed behaviour also differs from what they actually do. What I mean is that it is actually a rare occurrence when an agency genuinely put the client needs at the centre and that is simply because that takes lots of work and dedication which most of the time goes against commercial efficiencies and targets for the agency itself.

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The fact that client-centricity remains a largely unmet need became very clear in my roles when working for Which? (The UK Consumer Association) but also when working for large blue chip corporations across different geographies.

I realised that to do something about it, I needed to make the leap and start an agency putting client needs at the very core, an agency that would take the time to understand in detail the client business, goals and strategy so we could deliver real value to their businesses (rather than just reporting facts and figures) and that’s how GoodMore Global came to life.

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We created GoodMore with the vision of applying the insight method(s) which will solve the specific business challenge, drawing on our experience to apply the latest behavioural understanding with the best thinking. These may be qualitative, quantitative, quali-quant, blending classical approaches with ‘digital’ ones according to their strengths.

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Additionally, it is particularly important us that GoodMore participates in a vision to help the wider world, lifting economies and standards of living by sharing our profits with our MoreGood Foundation which currently focuses on supporting charities in Chile, Romania and Rwanda.​

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Since we started our work as an Insight and Strategy agency, we have had the opportunity to work closely with a selective group of clients across numerous markets around the globe and we aim to continue to do so by constantly improving our standards of client service as well as developing flexible and efficient research solutions that always, with no exception, keep the client’ interests at the centre of what we do.  

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Manuel Moreno B

Managing Director