In addition to client-specific research agency research departments may also conduct research designed to foster a better understanding of consumers or current "hot topics" in advertising and media planning. These research studies,for example,may track changes in consumer attitudes, as in the ongoing DDB Needham Life Style Study, or investigate how consumers use advertising in various media to form brand attitudes, as in a recent Ketchum Communications study. Some agencies conduct research to help improve the advertising planning process.The FCB Grid is the result of this type of agency-initiated research