Our Thinking

The thinking in these pages, articles, white papers, and blog discussions reflects our attempt to assess the current level of knowledge and practice in our industry, analyze it, assimilate it and offer ideas and methods for advancing it.

Our goal is to stimulate dialogue, generate excitement, and demand the best thinking from ourselves, our clients and our colleagues. Through this effort we hope to drive research innovation and move the market forward. Our goal isn’t modest. We are aiming high. And yet we seek to pursue our goal with the humility and understanding that the responsibility of moving the market research industry forward doesn’t rest with one research firm. It rests with all of us embracing and developing our best ideas. Innovation in our industry will proceed apace, if there is ample stimulation for our collective mind. In these pages, we aspire to provide some of that stimulation.

Our white papers represent summaries and translations of the leading edge knowledge in economics, psychology, sociology and cultural anthropology into practical business insight. These papers aim to provide precise applications of the best of our current behavioral knowledge to the practical advantage businesses leading the innovation economy.

Our blog represents our desire to stimulate and maintain a discussion of the best ideas in our business. It is a place for open dialogue on best practices, recent advances, and items of note in our industry.

Our academic articles represent contributions to the necessarily and wonderfully deliberate and plodding academic institution in the social sciences. Here we attempt to identify holes in our understanding of human behavior, generate theory and hypotheses and present experimental evidence.