WE'RE UNDERSTANDING
CONSUMERS IN A MEANINGFUL WAY.
We strive for a deeper, more personal understanding of your consumer and how your product, service, and brand fit into the consumer's life. As researchers, this requires an approach that is smarter, more nimble, and more open-minded.
Our Pillars of Qualitative Research
Holistic & Humanistic
We do not look at things in a vacuum. We take a holistic and humanistic approach to qualitative research, looking at people and brands in context to uncover and understand their deep and personal truths.
Intentional
Our approach is guided by intention. We start every project with a blank slate, carefully crafting solutions that will best meet your objectives and provide tangible value. Each project is managed by a unique team of researchers, a designer, and a member of our Mission Control group to ensure consistency and quality from start to finish.
Passionate
Our moderators are passionate and highly experienced researchers who come from a wide variety of backgrounds and cultures. They are genuinely inquisitive and actively listen with compassion and moderate mindfully to make meaningful connections and draw out provocative reflections.
Integrated
Our leadership orientation means you can rely on us for guidance and to be an extension of your team. We synthesize and are thought leaders who help you represent the voice of the consumer and inspire your organization. We take an active role in helping you manage your stakeholders and varying priorities, the backroom, and debrief sessions.
Inspirational
Our deliverables are meant to inspire. We go beyond PowerPoint presentations and use video and photographic installations, virtual reality...whatever it takes to bring the voice of the consumer to life in a compelling and memorable way. Our in-house design team is heavily involved in all stages of a project.
Our workflow and approach
goes above and beyond.
A FULL TEAM. Everything we do at Hypothesis is a full team effort, and qualitative work is no exception. For example, focus groups always include a senior moderator, a backroom logistics coordinator, and a backroom senior strategist. We also regularly include our in-house videographer and/or designer on many assignments.
PRE-CHATS. Much more than simple "re-screens" or pre-chats are designed to find the absolute best qualitative participants possible. We not only make sure respondents meet the "letter" of the screening criteria, but also match the spirit of who we are looking for. All pre-chats are conducted in-house by our qualitative operations team, Mission Control.
CONCEPT WRITING. Developing strong consumer-facing stimuli, like concepts, positioning statements, and positioning territories, is often critical for qualitative work. Our experienced team is used to helping our clients develop the absolute best possible stimuli for testing. We can help write and design.
IMMERSIVE PRE-ASSIGNMENTS. We've employed many different creative pre-assignments to help create the proper mindset, facilitate discussion, and serve as a "living library" after the project is complete. Of course, we also utilize a full suite of in-group creative exercises to help elicit more emotional responses.
HIGH-END PHOTOGRAPHY AND VIDEO. Design and visual storytelling are central to what we do at Hypothesis. We use beautiful photography and video to bring all of our qualitative projects to life.
Capabilities
Focus Groups (VIRTUAL & IRL)
Always facilitated by a senior Hypothesis moderator, virtually, in traditional facilities, and decidedly non-traditional locations.
Shop-Alongs
Pre-recruited and unobtrusive in-store observation to help better understand the whole dynamic retail experience.
In-Homes (ZOOM & IRL)
In home (or in-office) ethnos and tag-alongs provide a more holistic view of the consumer and customer journey.
Online Discussion Boards
Online immersive research which engages consumers using comfortable and familiar social-media interactions.
Video Journaling
An extended conversation with consumers without typical time and location boundaries, resulting in raw and candid insights.
Bio Metrics
Neuroscience offers unique insights based on both non-conscious and conscious responses central to consumer emotions and behaviors.