Articles and Updates

Redefining The Vegan Product Category

What's this all about? And how can we build a business around it?

January 17, 2018

As part of the development of a new product line, an international food producer engaged us to better understand vegan consumers. We immersed ourselves into their lives by spending time in their homes, shopping with them, and of course, eating with them. Here’s a glimpse of what we learned that helped our client think differently about […]

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Happy Holidays

The story of a sketch.

December 19, 2017

Each year, we like to send out a fun and research oriented card for the holidays.  And each year we ask “Norman,” our resident artist to do it.  If you’ve ever worked with us and seen any of the projective sketches we use, you’ll recognize Norman’s work. Thanks Norman – you’re the best!

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Time and Qualitative Research – Friend and Foe

It's not about how long something will take. It's about how long should it take.

November 16, 2017

Time is the friend and foe of qualitative research. When asking people about ads or packaging, a lack of time is our friend.  Too much time allows people to get too rational. People form opinions on such matters in split seconds. In other situations, people need time. You cannot always rush memories or great ideas […]

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Questioning The Data

Sometimes conventions and rules just happen - for no good reason.

November 1, 2017

We recently attended a conference where Malcolm Gladwell spoke.  His topic was challenging the assumptions of data using school ranking and test figures to illustrate his points. One comment stood out most.  Why is the LSAT timed / the length it is? For a lawyer, is getting fewer questions right but answering more of them better […]

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Six Things To Think About For Your Next Qual Project

Missed our presentation at TMRE in Orlando? Here's what you need to know.

October 26, 2017
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Artificial v. Assisted Intelligence

Re-thinking the first letter of AI

October 13, 2017

We’ve recently been using a tool that helps us do what we normally do on a vastly different scale.  Instead of conversations with 6 or 7 people at once, we can have them with 100s.  We obtain an incredible amount of insight for clients with exceptionally clear marching orders. The tool uses sophisticated Artificial Intelligence.  […]

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Skating To Where The Puck Is

Join us on September 28th for an evening of conversation, inspiration, and libation.

September 13, 2017

If you’re in research and in Atlanta, you need to be at our Future of Market Research event on September 28th.  We have limited seating for our key note speaker presentation and just a handful of spots left.  See below for details.  You don’t want to miss this. Jonathan  

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Documentary Videos

Moving from reports to stories

September 6, 2017

When clients finish our research reports, we want them to feel like they’ve just watched a documentary movie.   That’s not a hard thing to do when your research report IS a documentary movie. We created the following video for a food industry client wanting its employees to know more about the perils of living with a […]

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PRESS RELEASE: August 22, 2017

Turning away from the one way mirror

August 22, 2017

Veteran Qualitative Researchers Announce Shift Away From Focus Group Facility Work August 22, 2017, Atlanta, Georgia / Palm Beach Gardens, Florida Jonathan Schneider and Liz Moore, partners at The Candor Company, a boutique qualitative research firm, announced plans to phase out focus group facility work at their practice.  Instead, The Candor Company will focus on […]

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Are they worth the paper they're printed on?

July 24, 2017

For better or for worse, U.S. retailing has fostered a culture of buying and returning. But what’s the purpose of such easy returns if you still need a receipt?  Many big retailers with extensive customer loyalty / purchase database programs still require them for returns.  Smaller retailers with supposedly better customer service still demand them. […]

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