THE SOUND APPROACH
At its core, market research is a science dedicated to gathering information about the target population from the target population. It is very easy to fall into the trap of assuming that we human beings are like filing cabinets, and when asked a question, we simply go to the drawer where that information is stored, and retrieve it. In some cases, when we are simply asked for straightforward recall, it can be as easy as opening that drawer. In many research projects however, we need to give respondents the opportunity to reconstruct the situation or feelings.
They key to effective research is developing a research process that creates the opportunity for respondents to tell the truth, the whole truth and nothing but the truth. It is not that respondents lie, but if the research process doesn’t create an environment where respondents are given the tools to fully construct their point of view, they simply cannot tell us the whole truth either.
We strive to be creative, engaging and fun so that research participants become interested in the process and are generous with their time and thoughts.