Our Thinking

With JTBD, you're not selling soap—you’re selling confidence, calm, and the illusion of control on chaotic mornings.

Don't just rely on data. Uncover the human experience with consumer empathy. It's not a buzzword; it's a practice to better connect with people.

Jobs To Be Done: Discover what people really hire your brand to do and unlock growth, relevance, and opportunities for innovation beyond your category.

Find out how we can help you develop your creative ideas and protect their spirit, no matter what stage of development they’re in.

Discover how effective market segmentation strategies help your business understand customers, improve marketing ROI, and drive sustainable growth.

The Sound reflects on the role AI plays in qualitative analysis and the importance of human beings continuing to “show their work”.

When being able to innovate in less time is no longer just a pressure, but a competitive advantage – how the hell are you expected to keep up? You can get to great ideas in less time, if you plan for it.

Ever walked out of a brand strategy or innovation workshop feeling like you've just spent hours in a brainstorming black hole? This quickstart guide is your no-BS blueprint to designing and executing workshops that don't just meet expectations—they blow them out of the water. Let's get real and make your next workshop a game-changer.

So, do you miss it? Do you miss having a participant’s cat crawl up on your lap as you’re observing an in-home ethnography? Do you miss having an impromptu analysis session with your moderator to post a full night of IDIs? Do you miss watching a focus group from behind a mirror and witnessing in person people’s gut reactions to a new ad campaign?

Understanding Cultural Micro-Moments Cultural micro-moments are those fleeting, real-time opportunities when people’s attention is captured by a shared event, trend, or emotion-often amplified by digital...