OUR METHODOLOGIES

Our core methodology is the in-depth interview in all its permutations: the dyad, triad, friend interview, mother/child, couple, family, etc.

Our interviews provide a thorough understanding of attitudes and behavior. Our depth interviews are psychoanalysis in action where respondents gain insight into their own behavior as we go through the interview. Starting broadly and continually working toward the specific, we accompany your target audience down the path toward deeper feelings and emotions than are ever achieved with traditional research.

We provide genuine focus group sessions with interaction among the participants and not sterile questioning of one participant at a time while others sit passively and watch. Whether we are sitting in the same physical space or sharing screen time in an online discussion or bulletin board, our approach delivers unique understanding. Always thinking how to innovate, we have combined unique audiences in our focus groups such as patients and physicians, parents and teens or pharmacists and physicians to maximize the deep insights to be gained.

We frequently supplement the learnings from our qualitative probing with projective techniques. These techniques never replace solid, intuitive probing. Instead, they enhance the clarity and vibrancy of the findings. These techniques may be assignments that respondents prepare ahead of time such as diaries or collages. They could also take the form of exercises that we conduct during the course of the interview, such as mood boards or psychological drawings to tap into the unconscious mind.