You get answers.
We get you.

B2B research with an inside advantage.

With qualitative researchers who come from your industry, we get up to speed
faster, dig in deeper, and go farther. We also know how to ask the right questions
to reveal less obvious insights that impact your decision making. See how our
industry expertise works to your advantage.

Technology

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We speak engineer.
Fluently.

In a constantly shifting technology world, the right research partner can help you find secure footing and a clear path forward. Rely on Thinkpiece to be that partner. With over 20 years’ experience as software engineers, systems analysts and cloud technologists, our tech-focused researchers understand the unpredictable landscape you’re tasked with navigating. What’s more, we’re prepared to dive head-first into it.

Collaborating with leading technology innovators on a wide range of B2B research projects, we’ve built our strengths in edge computing, machine learning, UX/UI, cloud computing, and more. We’re equally comfortable getting into the weeds with product teams as we are getting to what truly motivates your audience.

Rely on us to be the bridge between your technology gurus and key decision makers with nuanced insight your stakeholders can leverage to take action. We know the tech world moves fast. So do we — working nimbly to understand your goals, find your audience, ask the right questions, and deliver reports that are ready to use.

Meet your B2B Technology Team.

John Dibling

President, Technology and Finance Lead

About John

Geeking
out
daily.

President, Technology and Finance Lead

For John, the best qualitative research is defined by the story it helps tell. Rather than a list of findings, it focuses on the why behind all the details to help define what needs to happen. By taking this approach, John believes qualitative research can provide understanding and, most importantly, confidence.   As a Moderator, he uses his 20 years’ experience as a software engineer to build peer relationships in every interview and with every client. John knows the language, understands technology at the deepest level, and uses this knowledge to interpret what a client wants and what they need to make positive change. While looking for the details hidden in the answers to every question, he helps lead Thinkpiece by striving for solutions that allow clients to reach their goals without needing to master the qualitative process.

Chris Dethloff

Technology Moderator

Chris Dethloff

The art
of research.

Technology Moderator

Chris views qualitative research as the process of naturally connecting with someone to better understand how they see the world. By combining this understanding with a practical knowledge of the subject, he believes it’s possible to craft a picture from the respondent’s perspective.   Chris applies his background in systems engineering and his understanding of the relationship between technology and business to help him find the story that’s hidden in and between every answer. For him, successful moderation means knowing where you’re going and how it will look when you get there, while also acknowledging that every respondent will reveal a new, different way of getting there. Chris views every project as a unique picture that needs creating; respondents add color to give this picture depth as he applies his own expertise to guide conversations and better understand what shapes those colors are forming.

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Technology Case Studies

An Organic Approach to Understanding Technology Decision Making

Healthcare

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We got our
start in

scrubs.

As organizations direct their focus on the patient experience, understanding the human component of healthcare is more critical than ever. At Thinkpiece, that’s what we specialize in.

Our healthcare-focused research team is comprised of former clinicians and healthcare professionals who started by the patients’ side. We know how to connect with patients as well as the providers who care for them. But more than that, we grasp the science behind the products that are improving people’s lives.

With decades of market research experience for leading healthcare innovators, we help our healthcare clients delve into expectations around the patient experience, as well as the impact of digital transformation on the healthcare world. Our in-depth research provides healthcare organizations the insights they need to understand segmented audiences across generations, as well as clinicians across departments and specialties.

By being agile and personalized in our approach to research, we help clients respond nimbly to rapid changes driven by patients who want more say in their healthcare. With the insight you need — when and how you need it — you’ll make better decisions that help create a healthier world.

Meet your Healthcare Team.

Bonnie Dibling

CEO, Lead Researcher

About Bonnie

Bonnie
believes in
qualitative
research.

CEO, Lead Researcher

Bonnie believes in qualitative research. She knows it’s more than just answers to questions, it’s the power to take a brand in a new direction. Bonnie’s innate ability to immediately build real human connections through honest conversations allows her to uncover hidden aspects of consumer behavior to help form powerful insights.   Her success as a moderator is due in part to a clinical background that allows her to speak to healthcare professionals as an equal. Bonnie’s move to qualitative research began in 1999, and today she remains committed to bringing expertise and a natural sense of calm to every project. For her, this is an essential part of delivering a truly frictionless process to every client on every project. Her entrepreneurial roots keep her looking for ways to do things differently, take risks that make sense, and push everything—including herself—to be a little better.

Nancy Miller, RN, MBA

Healthcare Lead

Nancy Miller

Nurturer
by
nature.

Healthcare Lead

Nancy’s vision of qualitative research is a roadmap without boundaries that remains directional, but freeform, and allows for a flexible exploration of the world as someone else sees it. She applies her extensive background in clinical nursing and nursing administration to foster a team approach from the very beginning.   Nancy focuses on nurturing partnerships to earn trust and help teams come together around clear objectives. With these pieces in place and a client’s goals in mind, she keeps every project on course while funneling unique insight into something more meaningful than the individual pieces.

See Entire Team

Healthcare Case Studies

Emotional Barriers and a Lack of Physician Support

Finance

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Economics
excites us.
Really.

In the world of finance, data drives decisions. But we believe there’s more to data than numbers. As marketing researchers who got our start in the banking, fintech and insurance industries, we know the value of numbers. We also know that with the right research partner, those numbers can tell a more meaningful story about what motivates your audiences and how best to connect with them.

Combining real-world finance experience with research-world expertise, our team delves into the data to reveal insight that directly impacts your business activities. By better understanding the behavioral and emotional drivers of audiences, we’ve helped finance clients change the way they communicate with customers from Gen Z to Boomers, determine which products to launch, and bolster their omnichannel strategies to keep more business within their walls.

We speak numbers, but we also speak human. Whether talking with enterprise CEOs, small business owners or millennials, we get audiences to open up and reveal more — allowing us to dig deeper. You’ll get reports with all the data you need, along with the insight to make strategic decisions that propel your success.

Meet your B2B Finance Team.

John Dibling

President, Technology and Finance Lead

About John

Geeking
out
daily.

President, Technology and Finance Lead

For John, the best qualitative research is defined by the story it helps tell. Rather than a list of findings, it focuses on the why behind all the details to help define what needs to happen. By taking this approach, John believes qualitative research can provide understanding and, most importantly, confidence.   As a Moderator, he uses his 20 years’ experience as a software engineer to build peer relationships in every interview and with every client. John knows the language, understands technology at the deepest level, and uses this knowledge to interpret what a client wants and what they need to make positive change. While looking for the details hidden in the answers to every question, he helps lead Thinkpiece by striving for solutions that allow clients to reach their goals without needing to master the qualitative process.

Kip Brown

B2B Lead and Finance Specialist

About Kip

Curiouser
and
curiouser.

B2B Lead and Finance Specialist

Kip knows good qualitative research examines human motivation, but he believes the greatest insights live above and below what’s being said. His focus on the story he hears and the best way to retell it keeps his curiosity sharp and his conversations engaging. Thanks to his extensive background in advertising and brand development, and his general interest in human motivation, Kip has spent most of his life focused on what moves someone and why. His executive leadership background and endless curiosity help him connect with everyone as both a knowledgeable peer and an eager learner. Most significantly, Kip lives in the nuances of conversation by remaining focused on both the emotional and the rational decision drivers. While embracing flexibility and change—both critical to expansive qualitative research—he constantly weighs every action against the intended course.

See Entire Team

Finance Case Studies

Anonymity Creates Safe Space for Discussing Non-Traditional Lending Experiences

Knowing When to Pivot During the Course of An Interview

Core Motivating Factors of an Agent/Broker Relationship

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