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idfive Invests in Research Capabilities by Integrating Context-Based Research and Its Leadership into idfive’s Operations

Posted by Andres Zapata | April 28, 2017 | 3:08pm

Baltimore-based integrated marketing agency, idfive, is excited to announce it is expanding its strategic research capabilities and service offerings. Beginning on May 1, the operations of ethnographic research firm, Context-Based Research Group, will be integrated with idfive. The integration of Context-Based Research Group comes as part of idfive’s strategic growth initiative, which has allowed the agency to grow by 208% over the past 5 years, building its team from 12 employees to 37 and expanding its client base nationally.

This strategic move allows idfive to expand its research operation and offer current and future clients ethnographic research methods that uncover unprecedented insights into user experience, market analysis, design thinking, and consumer preferences.

“We’ve made significant and deliberate investments to lay the ground work for the company we want to become,” said Andres Zapata, idfive’s EVP of Strategy and Co-founder. “This is more than an expansion of our services — it’s a recommitment to our founding principle to deliver our clients informed design.”

Context-Based Research Group was founded in 1999 by Dr. Robbie and Belinda Blinkoff in collaboration with Baltimore advertising executive, Chuck Donofrio. The partnership was one of the first on the East Coast to demonstrate the impact cultural anthropology and ethnography could have in understanding consumer behavior.

A strategist, cultural anthropologist, ethnographer, writer, and speaker, Dr. Robbie Blinkoff will join the idfive team as its Chief Anthropologist. His awards include Fast Company’s Fast 50, Baltimore’s 40 under 40, and Washington’s Association for Practicing Anthropology’s Praxis Award. Blinkoff has appeared on CBS News and the CBS Early Show and in Inc., Wired, The New York Times, Newsweek, and many other publications. He’s also spoken at conferences for Sun Microsystems, Adobe, Universal Pictures, Yahoo!, and the National Restaurant Association. Blinkoff holds a PhD in Cultural Anthropology and was an Assistant Professor of Cultural Anthropology at Goucher College in Baltimore, Maryland.

“I can’t wait to get started. I’ve built Context knowing that understanding how humanity works will help humanity work better,” Noted Dr. Blinkoff. “idfive has built an agency to amplify their clients’ good. I’d say that makes us an excellent fit.”

Dr. Blinkoff previously worked with idfive Chief Strategist Dr. Sean Carton, Director of Marketing Chris Smith, and Zapata in the late 90’s and early 2000’s at ad agency Carton Donofrio Partners. “It’s like we are getting the band back together,” reminisced Smith.

“I’m thrilled to have the opportunity to work with Robbie again and can’t wait to dive into new work together,” said Dr. Sean Carton.

About idfive:

idfive is an award winning integrated, interactive advertising, web design and brand consulting agency. Founded in 2005, the Baltimore-based agency creates working solutions for clients throughout the United States. Specializing in strategic marketing and web solutions for clients in the fields of higher education, not-for-profit and anyone else whose mission is to do good, idfive brings an unparalleled level of expertise in cutting edge technologies and informed design to its marketing strategies. idfive utilizes the principles of informed design to focus real knowledge of market, audience, competitiveness, design and technology to create strategies that work. idfive is located in Baltimore’s Woodberry neighborhood and has 37 full-time employees. idfive has been recognized as a Best Place to Work by the Baltimore Business Journal and Baltimore Magazine and was named to the Inc. 5,000 List of fastest growing companies in 2016 and to the Baltimore Business Journal’s list of Fastest Growing Companies in Maryland in 2015.