DirectConnect Qualitative Research pairs consumers with client team members in sessions that include both one-on-one conversation and group interaction. Team iterative Mindbursts between sessions organize and structure findings, translating them into immediate action steps. Use it when you have too much to accomplish, understand, and apply; when you need both a broad and deep understanding of consumers’ issues; when you want to capture consumers’ experiences and creativity; and when it’s most important for your team to feel a deep connection with your consumers.

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In-Depth Digital Diaries are moderated online journals that track experiences, reactions, and emotions over time. They are active and accessible in real-time. A senior qualitative researcher moderates the journals—encouraging expansion of ideas, deeper exploration into both usage practicalities and emotional aspects of use, and maintaining interest and involvement as needed. Moderated In-Depth Digital Diaries enable your team to ask questions, to change how, when, or where participants use products or prototypes, and to adjust the process as needed. Use this approach when you are placing products for use in-situ (home, office, school); when you need to know how a product or prototype really functions in consumers' lives; when you need to know about participants’ thoughts and feelings during interaction, but you can’t move in with them; when you want full involvement in a usage experience—involvement that will be fun and engaging and may include blogging, tweeting, texting, and uploading photos, audio, and video for greater richness and detail.

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Girl Talk uses a variety of approaches designed specifically with the interests, communication styles, and talents of this intriguing and exciting consumer set. Girl Talk is grounded in the belief that twenty-first century young women are complex, filled with seeming contradictions, and part of multiple subcultures. Their modes of communication and means of expression are tapped in unique pre-work assignments that send girls out into the world and deep into their own thoughts and feelings. Use Girl Talk when you need to understand these dynamic, multidimensional, talented young women and their needs, wants, and wishes.

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Rapid Innovation uses consumer insights as the unmediated raw material for idea development in an intense, speedy process that encompasses exploration, idea generation, evaluation, and contextualizing. Consumer days are shuffled with team days as consumer insights are translated and evaluated. Use it when you have limited resources for idea development; when you need a robust connection between consumer and concepts; when you need to go from raw material to concept or marketing message within a week.

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Point of Adoption uses extensive pre-work exercises in which participants recall, organize, explore, and discover their experiences and emotions related to a brand and/or category. The DirectConnect approach is used to facilitate discoveries and storytelling. Mindbursts between sessions organize and structure findings translating them into immediate action steps. Use it when you need to know the context within which a brand or product fits; when you need to know when and how consumers entered and experienced a category; when you wish to know more about the emotional transitions through an extended experience; and when you want to know times your consumers are most open to your marketing messages and most vulnerable to leaving your brand—and why.

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