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Projective questions are some of the most valuable tools of the qualitative researcher.  However, they are also some of the most difficult to use and most incorrectly used.

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Most recent article

Redefining The Vegan Product Category

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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