Qualitative research is the thrill of watching—even taking part in—discoveries as consumers make them. It is the opportunity for clients to meet their consumers as humans, not data points. Qualitative engages the most ancient, sophisticated, and revelatory form of gaining understanding. Listening to another person’s story, we hear their true Core Voice as they explain the history, reasons, and unreasonable dreams and dreads that lead to the choices they make. Witnessing these stories creates a generative understanding of consumers' lives allowing clients to make decisions that lead to success and profitability in product development and marketing.
Eliciting the Core Voice
Discovery comes from an examination of the layers people build around their true motivations. Understanding each layer has value, and getting to the innermost layer—the Core Voice—is what we strive for.
- The first layer is the automatic reason, the easy thought process, the survey answer.
- Next is a feeling, a history, a story.
- Beneath even that is the Core Voice: the unvarnished, unarticulated drive that surfaces in consumer decisions and beliefs.
We help participants uncover the Core Voice within themselves—on topics from the extremely intimate to the seemingly mundane—so you can connect with your consumers' innermost motivations in your product and messaging.