We take an agile approach that follows a set of principles we’ve developed from practical experience:

Start at the end

We begin every project at the end—first defining the business need and identifying the decisions that will be made as a result of the research, then controlling the scope and depth of the investigation to generate timely —and actionable—outcomes. Because deciding before you start where you want to be at the end, makes getting there a lot easier.

Build on the known

No business operates in a vacuum, and few business decisions are made in isolation. Understanding the context and incorporating what is already understood, allows us to move quickly in the right direction, avoid redundancy and focus on exactly what you want to learn.

Iterate and evolve

Research should be a process, not an event. Our approach is to start each project small, evolving as we go, pivoting as necessary, and stopping when we find the answers we need.

Focus on verbs

The days of conducting research just to gather data and explore the “nice-to-knows” are long gone. Research must work harder than ever to drive real business value. In our analyses and reporting, we focus on the practical implications of our findings, delivering prescriptive insights structured for immediate implementation.