We bring fresh thinking to a problem and help uncover new, yet-to-be-seen opportunities for a brand.
We work to understand people better than anyone else, and we bring clarity by peeling back surface-layer observations and uncovering truly unique and powerful insights about consumer behavior.
Living at the intersection of research and strategy, we believe in human-centered strategy. We go beyond the data, algorithms, predictive modeling, and textbook frameworks to understand real people, their motivations, and how to move them.
Like finding an untapped oil reservoir, uncovering new insights is both messy and lucrative. For sure, the past few decades have led to more and more sophisticated research tools. There are sharper drill bits than ever, so to speak. But what good is it to have a sharp drill if you’re drilling in the wrong place? And what advantage does it give you to drill in the same location as your competitor? By using old research methodologies in new ways and inventing new methodologies unique to each client’s research objectives, we explore more territory, more quickly, to find insights that others overlook.
Since 2004, we’ve been fortunate to work with hundreds of great clients spread across many categories and hailing from around the world. Through these experiences, we’ve scrutinized every component of the process used to develop brand strategies and have identified the most essential steps, the most important conversations to have and the most efficient tools and techniques.
We desire clarity. Our job is distilling what we learn to empower our clients with new opportunities and the confidence to make decisions. Not just reporting a stream of research data.
We constantly look for new ways existing research tools can be used and inventing original ones so that new and different questions emerge — which inevitably leads to new and different insights.
It has been, and will always be, important to consider other points of view. This is reflected in how we treat each other and how we treat those we are researching, and our clients. It’s even reflected in how we view and use existing and potential research tools.
It’s one thing to simply report out. Our projects are our passion, so we strive to transform information into inspiration. But it’s not only about our passion. We help our clients ensure the work we do for them is actionable and effective for their organizations.
Craft is what we do. It implies a higher level of care, attention, and intention. Through thoughtful and deliberate work, we strive to continually improve the quality of our product. It’s our craft, it’s important, and it’s why we’re here.