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We are qualitative researchers.
We’re also software engineers, clinicians, ad execs, & sociologists who understand B2B from a peer-to-peer perspective. More than research, we deliver enduring insight that drives business strategy.
Our researchers come from the industries we serve. As former clinicians, technologists, and financial services professionals, we’re comfortable talking with highly specialized audiences about highly complex subjects.
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Thinkpieces
Follow Your Nose: What Moderators Can Glean from Gandalf
I love books. I really do love all books, but I have a soft spot for fantasy. There are so many authors who have created a universe so immersive it feels like I never fully left, nor do I want to. Unsurprisingly, Tolkien has created one of those universes for me. In my most recent […]
Unconditional Positive Regard: How Dancing with Your Dog Makes You a Better Moderator
I’m the first to admit that I can’t carry a tune. And my dancing skills…well, let’s just say Seinfeld’s Elaine Benes and her infamous dance-floor contortions come to mind. While my husband and son may tease me for my lack of coordination, there’s someone in my household who accepts me completely for who I am […]
Qual Research Insights: Every Study Starts with a Report
It’s not often you hear T.S. Eliot mentioned in connection with qual research. But there’s a quote from his Four Quartets poem I find particularly relevant to the work we do: “The end is where we start from.” Granted, Eliot’s poem is more about existential quandaries than market research, but it does speak to one […]
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