Our Thoughts

As Ferris Bueller says: “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”   A year ago, we were talking in terms of stability and strategic plans that looked out over a decade or at least the next year.  Now, we don’t know what’s happening today or what will happen tomorrow.  For some, this […]

We’ve all been there – tight timelines, limited budgets and internal teams’ hunger for extensive customer lifestyle exploration – how can we get a deep global understanding of consumers’ lives beyond the few minutes a day they’re using our products? Global qualitative research is time consuming and expensive. Getting deep insights into many different cultures […]

Our clients are smart. Normally, we don’t like to brag, but we feel like its ok to make an exception in this instance–we’ve got smart clients! And we want to share some of their smarts with you, which is why we’ve developed this Client Spotlight Series. Each quarter, we chat with one of our clients […]

We all know the focus for marketing and advertising these days – every brand is shining a light on the Millennial and GenZ generations. Brands are trying to understand both the emotional behaviors of these consumers and figure out how to make a lasting impression. The struggle companies face today is crafting campaigns to engage […]

Agile. It’s the buzzword in the marketing research industry today. The need for agile qualitative research is driven by internal client teams’ request for deep insights, quickly. They want a deeper understanding of their consumers than what a standard survey can provide. The challenge for brand, marketing and insight teams is quickly adapting to the […]

Storytelling is an ancient art form that’s used in many ways today. Often, it’s thought of from a marketing perspective in how brands share their stories with customers in a compelling way. But, it can be valuable in market research as well. Specifically, consider how storytelling can be applied in creating a more impactful way […]

The research community has become pretty astute at understanding consumers at the time of purchase and when they are using products… but, how can we gain a deeper understanding of how products impact the lives of consumers beyond those points in time? And how do we balance that need for extensive consumer lifestyle exploration within […]

From the perspective of “patient-centered” healthcare, exploring patients’ preconceptions, treatment experiences, quality of life, satisfaction, and illness understandings are all critical components in improving primary healthcare. Using qualitative research to discover patients’ experiences allows us to better understand the whole person, not just the patient.

When done well, qualitative research can put a face on your quantitative research. It can tell you who your customers are as people. What makes them tick? What they experience. What their lifestyle is like. What their values, needs and motivations are. It can clarify communications, how your product or brand fits into their lives, […]

Savvy businesses know that it’s their customers who are in control; whether it’s a new brand positioning and communications strategy or a new product launch, customers decide if it will be successful. Yet many only pay lip service to being “customer centric” because the fact is, it’s hard work. And it’s a little scary. That’s […]