Our Approach

Our unique approach identifies the cognitive and cultural levers that move consumers towards your brand, and broaden and deepen customer equity.

cognition plus culture

How Consumers Experience Brands

How can we understand consumers multifaceted experience of brands? By looking at both their cognitive processes AND the cultural context in which these processes are taking place.

Cognition
how it works

Our unique approach identifies the cognitive and cultural levers that move consumers towards your brand, and broaden and deepen customer equity.

Culture
why it’s important

Our unique approach identifies the cognitive and cultural levers that move consumers towards your brand, and broaden and deepen customer equity.

Our Methods

Because consumers' engagement with brands is so nuanced and multifaceted, we design research that reflects this complexity, often combining approaches to explore an issue from multiple perspectives, and using methods such as:

•  Focus Groups & Interviews
•  Online & Mobile Qualitative
•  In-person & Virtual Ethnography
•  User Experience (UX) Research
•  Quantitative methods of all types
•  AI-Powered Quali-Quant

We also have 4 methods that reflect our focus on strengthening brand engagement.

Signature Methods

Concept Nursery

Our Concept Nursery method focusses on understanding what consumers are connecting with creative ideas, and identifying opportunities to make them stronger.

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Semiotic Analysis

We are one of the few firms in North America to offer this method, which allows brands to discover the symbolic cues they can leverage to connect more deeply with consumer culture.  

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UX Research

User experience research focuses on understanding user behaviors, needs, wants, and limitations. We deploy a variety of UX Research methods, depending on the stage of a particular project.

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AI Quali-Quant

Our WiseQueryAI research platform uses the power of artificial intelligence to deliver qualitative depth with the confidence of quantitative sample sizes, with results in as little as 48 hours after a session.

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