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But what if it’s not statistically significant?

But what if it’s not statistically significant?

But what if it’s not statistically significant? I met with some company stakeholders at a client’s office the other day, explaining our process and how we’d be using interviews and qualitative analysis to do a deep dive into the minds of their customers. Heads nodded,...
But what if it’s not statistically significant?

The Hardest Part

The Hardest Part For many in the innovation field, the hardest task is listening—real listening, deep listening. To listen without building a mental model or rushing to a conclusion is a cultivated skill. To listen to a person’s summary of your product or service and...
Is Market Research Dying?

Is Market Research Dying?

Is Market Research Dying? Would you believe us if we told you that traditional market research is an antiquated practice that is heading towards obsolescence?  Even the online survey, the modern successor of the traditional door-to-door and phone surveys doesn’t...