On Methodology
There are certain research methods and approaches that we believe offer the deepest insight into human motivations. These are methods we find supremely fascinating and challenging because of their ability to uncover the complexity of nuanced views of perception and behavior that define human experience. These methods are grounded in strategic frameworks and philosophies that offer the most holistic views of human perception and behavior. These are things we love to do, and do well.
On TOOLS
While methodology provides the strategic framework for our approach to research, tools are the instruments at our disposal to improve and enhance the collection of information and produce valuable consumer insights. While the research methodology provides the overarching strategy for engaging with informants, research tools offer a tactical application for how those engagements can be managed through more interactive research processes.
Experience Immersion
VISUAL ANALOG SCALES
Visual analog scales offer a more natural and nuanced approach to answering survey questions than traditional 5-point Likert scale and other discrete answer choice...
On ANALYSIS
When looking for deep and meaningful insight into human nature, the only guarantee of achieving objective knowledge is through methodological and analytical rigor. The philosophical framework for designing research, and the selection of tools for collecting information, is only the beginning of the process for uncovering insights to be used to influence target audiences in impactful ways. A framework for analyzing information is a critically important part of the research design process that minimizes the subjective opinions of the researcher in an effort to uncover an objective reality regarding the topic of interest.
Psychographic Analysis
Hermeneutic Analysis
Cultural Domain Analysis
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