Articles and Updates

The Power of Diversions

Why is it so easy to talk to people over dinner? And why is a job interview so hard?

May 25, 2018

Why is it so easy to talk to people over dinner?  And why is a job interview so hard?  Because it’s difficult to talk to people without anything else going on.  Everyone feels like they are “on the spot.” There is just too much focus on the conversation. That’s where diversions come in.  It takes […]

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Pulsing Between Personas

People are not black and white. They're shades of grey.

March 1, 2018

Companies spend millions on buyer segmentation profiles.  While accurate to some degree, they are not fully revealing. Today’s buyers are fickle, conflicted, and tortured. They may feel X today about a product but Y tomorrow.   They pulse between different behaviors while continuously trading up and down with buying decisions. It does not mean companies should […]

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99% Invisible – Our Favorite Podcast

A recent episode about the Chase logo is a must listen.

February 21, 2018

One of our favorite podcasts is 99% Invisible. It’s about things that we see but don’t think much about. A recent episode about the Chase Icon is a is a must-listen for anyone in our business.  It echoes our belief that logos must be: Appropriate for the category. Visually distinctive and easy to recall. Flexible enough to work […]

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What Is Beauty?

We asked. A bunch of women told us.

February 14, 2018

As part of a recent project for a cosmetics company, we interviewed women around the country on the topic of beauty. What is it to them?  What was it to them a few years ago?  Can it be bought? Thoughts varied among age groups.  But one of the most fascinating discussions was among a group […]

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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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