Genchi Genbutsu. I learned from my years working with Japanese automakers there is no substitute to going out to “look and see”. You learn so much from the context of the consumer. In fact, if you can meet them in their environment or situation of the use it is that much more impactful.
I take my psychological training and combine it with my years of experience in talking with customers of all walks of life to bring you deeper insights than others can.
Only in qualitative can you get under the surface of opinions to understand the root psychological cause of consumer attitudes, emotions, and motivations.
I have conducted focus groups in contrived locations and on work sites. I have done one-on-one interviews (IDIs) on buses, trains, airlines, and cars. I have sat with truckers, shopped with stressed out moms, and hung out at bars with retirees to understand their hopes and fears.
Bulletin boards and virtual qualitative groups are increasingly popular, but I find that looking someone in the eye and establishing a relationship bring great intimacy and insight. Qualitative provides the structure, color, and helps fill in the “whys” to quantitative approaches.
Big projects or small, let me help you out on your next project.