our philosophy

we believe:

  • if you want to know the true answer, don’t ask
  • in providing insights not numbers and data
  • consumers are complex and their needs are rarely easy to uncover
  • in using the latest techniques and platforms to get at unconscious needs
  • in going beyond things like rating scales, standard concept tests, and the usual methods

that's why we:

  • prefer choice-based segmentation
  • use discrete choice modeling extensively
  • use behavioural science extensively
  • encourage the use of strategic foresight approaches
  • prefer crowd intelligence prediction markets over simple surveys

and that’s how we provide better insights