Organization
Primary Insights, Inc. is a company that ignores all preconceptions about qualitative research except one: the need to achieve clients' objectives in an atmosphere of intellectual rigor, respect, and honesty.
Since its founding in 1989, the company has specialized in sensitive topics, which can range from the challenges of people with schizophrenia finding housing to the humiliation of changing basic purchase habits because of financial constraints. We follow three basic principles to ensure great successes for our clients:
- Flexibility on the part of all involved, especially ourselves,
- A firm belief in participants' desire to be forthright and helpful, and
- An insistence that clients learn best when they listen to consumers' stories with compassion and trust.
Participants leave our sessions feeling respected and refreshed even when the topic is embarrassing or difficult.
Clients leave knowing in their bones the needs and desires of the consumers they serve.