Not a deck that confirms what you already thought. Not a report that sits in a drawer. Findings sharp enough to shift direction, settle a debate, or kill a bad idea before it gets expensive.
Research that changes what you do next.
Our Point of View
Most research disappoints. Here's why.
The data is fine. The methodology is sound. But the findings are vague. "Consumers value quality and convenience." Of course they do. That doesn't help you make a decision.
The problem is that most research stops at description. What people said. What the numbers show. The hard part — what it means and what to do about it — gets left to you.
We think like strategists. We use research to get there. That means you get a point of view, not just a pile of findings.
How We Work
Understand your market
Before you build anything, you need to know what you're walking into. Who are these people. What do they care about. Where the gaps are that nobody's filling.
We design research around a specific decision — entering a market, repositioning a brand, finding where the growth is. You get a clear picture and a point of view on where to play.
Get closer to your customers
You have customers. You have data. Something's not clicking. Churn you can't explain. Features nobody uses. Messaging that falls flat.
We figure out how your customers actually think and decide. Not satisfaction scores. The real stuff — what drives them, where you're losing them, what they need that you're not offering. The kind of insight that makes your next move obvious.
Test before you commit
You have a direction and a bet to make. Go or no go. Option A or B.
We put it in front of real people and bring back a clear read. What's working. What's flat. What would make it stronger. Fast enough to be useful. Rigorous enough to trust.
About
I've spent my career seeing research from every angle — doing it, selling it, and building tools for it. I've led research for Microsoft, Sony, Diageo, Electronic Arts, and Unilever. I've held EVP roles at boutique agencies. I've worked in product research at The New York Times and partnered with companies like P&G and Unilever at Remesh — seeing the work from all sides.
What all of that taught me is that the real value in research isn't data collection or even analysis. It’s interpretation. The moment where you decide what something means and stake your reputation on it. Most processes treat that moment as an afterthought. I think it's the whole point.
Now I work independently with a small network of collaborators I trust. We help organizations see through the eyes of their users — not with jargon and frameworks, but with clear thinking and sharp judgment. We're always building toward better ways to do this work.
Let’s Talk
Tell us what you're trying to figure out. We'll tell you honestly whether we can help.