We approach each potential qualitative project with a fresh eye, looking for creative designs that would yield the most insight into a given advertising and/or marketing challenge. While we have conducted hundreds of "standard" focus groups over the years, we do not believe that focus groups are the best and only answer to every problem. Other answers might include person-on-the-street interviews, ethnographic approaches, consumer "diaries," in-situ friendship groups or just about anything that might bring us to a closer understanding of the issue at hand.

Our qualitative skills reflect this wide ranged approach to qualitative research. We have acted as moderators, in-depth ethnographic observers, telephone interviewers and candy dispensers! We have talked with and interviewed hundreds of individuals from a wide range of targets -- C-level executives of Fortune 500 companies; third-semester, pregnant, first-time moms, and apple-eating 5-year olds to name a few.

We believe that good interpretive skills and fresh, creative thinking are more likely to lead to actionable results. We rely on a number of different techniques to elicit customer insights and help us get the most out of each research methodology.