Creatively-Directed Research Research In Context Pre-existing Cohorts Custom-Designed Stimuli A More Interactive Engagement External Authority Interviews Staying True to the Consumer Concepts That Are Richer Solutions That Are Real World-Ready
			Creatively-Directed Research
			Our research is part of a creative process. It's designed to generate real, actionable solutions. We see the consumers we work with as crucial sources of inspiration. Our creative people, led by J.J. Jordan, don't just attend the research, they help design it to generate the richest, most useful insights.
			Research In Context
			When we conduct qualitative research, we never use a focus group set-up or conference table. Instead we create a non-corporate environment where respondents feel comfortable and encouraged to bring more of themselves into the process. In fact, whenever possible, we work in real-world, relevant settings – a salon, a health club, a bar – rather than at a research facility.
			Pre-existing Cohorts
			In most cases, we like to conduct research with people who know each other: husbands and wives, lifelong friends, siblings, parents and children. People tend to be more open and comfortable with someone they know…and the dialogue flows more freely because, in effect, we're joining a conversation that's already in progress.
			Custom-Designed Stimuli
			We aren't big fans of white card concepts. Again and again, we see that consumers today have a greater intuitive grasp of the creative languages of marketing and that they understand brands in many ways that transcend words. For every project, J.J. and his team design new multi-sensory stimuli – not just to get at particular strategic issues – but also to get a richer understanding of how the consumers experience and express those issues. In many cases, the images, sounds and ideas that consumers respond to most positively are used in our final concepts. In this sense, consumers aren't just our guides, they are our collaborators.
			A More Interactive Engagement
			For us, research isn't just Q & A. In addition to creating a more comfortable environment and giving people stimuli that help them more fully express themselves, we create interactive exercises to get consumers to participate more actively – and enthusiastically – in our work. After a person has allowed themselves to open up and become invested in the discussion, they are more focused and constructive - even when the conversation turns to the most rational strategic issues.
			External Authority Interviews
			If we and a client feel the need to know more before we talk to consumers, we will conduct creative interviews with external authority figures to ground everyone in the relevant issues. This is especially useful when a client is venturing outside an established area of expertise or taking a brand beyond its category benefit. For example, if a health care company wants to start exploring beauty benefits, it's helpful to get an overview of the beauty category so we know how best to design our consumer work.
			Staying True to the Consumer
			We have great faith in the consumer. As a guide. As inspiration. As a source of truth. After all, a consumer's perceptions are the reality we have to work with. Even when we need to change those perceptions, the consumer is the best source of direction. Our recommendations, our concepts, and our solutions always stay recognizably true to the consumer insights we uncover.
			Concepts that are richer…more attuned to all the senses
			The concepts we create are always vivid – with a look, a feel, and a tone that stay true to the ways consumers will really understand the ideas. We know this because we use the images, sounds and emotional cues to which they have responded in the research.
			Solutions that are real world-ready.
			We design our recommendations and concepts to be immediately useful to our clients. Our work can be prepared for any kind of quantitative testing. In fact, Consumer Studio has had a great deal of success pioneering the creation and use of digital video concepts for new online testing methodologies. Of course, consumers aren't the only ones who see our concepts. Our work is designed to be given to new product development teams, R&D, packaging and design partners, advertising agencies, trade and promotion teams – anyone who Is helping our clients grow their business.
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