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Paradigm Interactions, the digital architecture practice is expanding into Scotland
 
 

Bucking the current market trends in the United Kingdom the digital sector remains buoyant

Paradigm Interactions has recognised that companies are using their advertising spend in digital, knowing that they can reach more people, quicker and with many more messages at a cheaper cost than any other media. This development, mostly driven by large companies has caused Paradigm Interactions to re-look at the financial sector in Edinburgh, big business in Glasgow and Scotland as its next office location. "We are also looking into practices in France and the USA" say Director and Principal Digital Architect, Karl Smith.

Changes in marketing due to credit crunch

There is a paradigm change in the method of marketing, the 'Shotgun approach' to marketing developed in direct mail, then digitally in email marking has backfired on many companies. Having their brands associated with unsolicited mail at worst or more commonly ill considered and untargeted mail has severely damaged their brand equity. Much more savvy users are also simply blocking all messaging from some businesses. Targeting market groups is not just numbers game it involves complex social interaction thinking way beyond the capacities of software. While the 'one size suits all' thinking of the past ten years has worked when a little success is enough, the return on investment (ROI) ratio is now critical to most businesses.
Paradigm Interactions offers solution to tighter ROI requirements

Paradigm Interactions takes great pride in the fact that they never produce the same architecture twice. It's understandable really; our research is drawn from people's perspectives and interactions with different companies. Companies may be in the same sector but what they produce, offer and the brand equity they create are vastly different.

Paradigm Interactions work is supported by creative human computer interaction (HCI) and our own user centred design (UCD) processes for both capturing and analysing information. The company also utilises its own research into converting browsers to buyers: exploring what drives consumer choice in internet e-commerce, usability and accessibility methodologies which delivers both strategic reports and functional specifications which allow clients to maintain control of their projects.

 
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Paradigm Interactions ceased trading in the UK in February 2009