It’s like a good detective novel: the denouement
makes sense when the whole plot is explained first
and then all the threads are brought together.

So it is for us. Making accurate recommendations involves getting the story
straight first. And just as the best stories are multi-layered and textured, our best
stories are too. And in order to be as vivid as possible, we’ll always combine more
than one research technique whenever possible.

We’ll use in-home interviews to help us write the minutely observed, detailed
chapters of individual people’s lives. But then in contrast, we may use semiotics to
write the big, panoramic chapters of what is happening in culture. And of course
we’ll use different types of discussion groups to write the chapters of people in
conflict or agreement with each other.

To bring more richness to the story, we’ll use blogs or Facebook groups; large
workshops; detailed analysis of transcripts; interviewing people in our client
companies or external experts; simply watching people in public places or going
shopping with them.

It’s all done with the aim of telling the most vivid and dynamic stories we can,
in order to provide a platform for clear, incisive and profitable decision making.

So that’s how we do it and a reminder of why we do it.

Read on to find out who is doing the telling.