Conversations with Customers - Since brands live entirely in the minds of customers, we think of what we do as actually interviewing the brand itself, which is why we call our customer research solution the "Brand Interview."

For most of our clients, there's no time for extensive focus groups or lengthy research. Brand Interviews get useful results relatively quickly. This means carefully setting up interview situations where people feel free to express their first thoughts about how they see your brand - these "top-of-mind" thoughts are usually the most telling. Brand Interviews are specifically engineered to collect unbiased, spontaneous customer input.

When designing Brand Interview research, we take a careful look at every Brand DNA dimension from the customers perspective. This helps us to synthesize customer feedback into a cohesive picture of the brand from as many different viewpoints as possible: emotional, analytic, economic, technical, and historical.

We then interview customers in each of the designated brandscape groups, using our proprietary software and methodology. Brand Interviews take place the phone, with Interviewers guiding customers through a web interface while they talk. We pay special attention to "counterintuitive" and unexpected findings, which can often be the most valuable. Since people frequently have hidden motivations in interviews and can often be "led" to desired or expected conclusions, we work closely with our clients in the design of the Brand Interviews, to maximize objectivity.