Philosophy & Methods
There are a whole host of challenges, both domestic and international, that we tackle for our clients with unabashed enthusiasm.
Qualitative Boutique at the
Intersection of Insights and Strategy
Guiding Principles
We don’t believe in the superficial; our name is who we are
Hard questions are engergizing
Method agnostic, but out from behind the one way mirror wherever possible
It’s our job to do the work
Show me / tell me
Collective of Experienced, Robust Researchers
We’ve done our share of segmentations, but love the human connection
found in qualitative. We’re the ones doing your because we love it.
LEAD PRINCIPAL
Miriam Alexander
20+
YEARS
of insight experience
Agency Side
+
Client Side
B2B; B2C; diverse category / industry experience
COLLABORATORS INCLUDE
Social psych / child development PhD
Anthropologist
Annenberg Communications PhD
WE ARE
Nimble and creative thinking and moderation – we know which rabbit hole to go down and we’re quick on our feet
Pop culture junkies
Lateral thinkers who like connecting disparate dots
In a world where ‘everyone does everything’, what makes us different?
Curiosity.
Connection.
Insight.
SCENARIOS
Standalone Qual
Iterative Qual
Qual + Quant Partnerships
METHODS
Focus Groups
Immersion sessions
Ethnographies
Shopalongs
Blogging
Longitudinal connections
IDIs / in-person and webcam
Cultural roundtables
Stakeholder scavenger hunts
Co-creation sessions
Workshops / ideation sessions
Outlier tours
House parties
TECHNIQUES ARE TRIGGERS
What matters is knowing what to use when and employing them skillfully. Here are some we use , but most of ours are custom built for each project:
Nudge identification
Collaging
Projective exercises
Storytelling
Journey / decision parsing
How We Approach Qual
PROJECT DESIGN
Reaction to stimulus, capturing feelings & behaviors? Both?
Marriage between budget and ideal.
PROJECT MANAGEMENT
Anticipate & plan for changes.
Clients get what they want before they ask.
PARTICIPANT RECRUITING
Screeners and recruiting agencies aren’t enough.
Do we want outliers or the middle?
FIELD WORK
Connect via conversation and the right exercises.
Be nimble, think on the fly.
ANALYSIS + REPORTING
Story development and agreement.
Deliverables tailored to YOUR culture.
