Why Is Our Research Agency Called Vantage?

This is a question we get not only from clients and friends. I question that choice myself - especially when I’m the one wxplaining it! The comedian in me would say it’s so we can all have a good laugh at the endless ways people mispronounce it. My personal favorite? “Vintiž” 😁.

When our team left the closing corporate research agency GfK in 2018 to start our own, most of our clients were original pharmaceutical manufacturers, and their business language was English. We played around with the word advantage, but it was already taken. And then—eureka!

The word vantage combines the benefits of advantage with vantage point—a perspective or viewpoint. And let’s be honest, being an advantage to our clients while offering them multiple perspectives on their situation is the perfect combination.

As for the rest of the story… well, it’s a fun one! And all those times I’ve had to carefully spell out the name over the phone? That’s just a bonus—it gives us more time to chat and share a laugh. After all, laughter is the best medicine 😉 !