Consumer research
Real conversations in real places.
Research only matters if it changes a decision, in time to make it. I match the method to the question, from the street to AI-assisted, with qualitative studies in as little as a few weeks. Deep insight, in plain human English.
In the field
Many moderators hear the answer. An anthropologist asks what's behind it.
I've fielded research in theme parks, casino restaurants, car dealerships, and Venice Beach rooftop lofts, with everyone from teenagers to engineers.
Research highlights
- Brand research with players for a state lottery
- On-property research for a regional casino chain
- Repositioning insights for a legacy coffee brand
- The role of voice assistants in everyday life
Methods
The right conversation for the question.
Out in the culture
- Street research
- Trend safaris
- Intercepts and taste tests
- Shop-alongs
- Social listening synthesis
In person
- Open-ended discussion groups
- In-depth interviews
- In-home ethnography
Digital and virtual
- Virtual discussion groups
- Mobile diary studies
- Online ethnography
Quantitative and AI
- Quantitative surveys
- AI-assisted interviews at scale
- Synthetic consumer testing, exploring to learn
The process
Built with your team, and sharpened as we learn.
1. Kickoff
We start with what you already know, what you wonder, and the answers you've heard a million times.
2. The right people
Findings are only as good as the people in the room, so I build the respondent profile and screener with you.
3. Smart sample design
Two of every subset, so one outlier group can't mislead us. Birds of a feather, so people open up.
4. A custom discussion guide
Dynamic questions and stimulus that push past the rational answer to what people didn't know they know.
5. Collaborative fieldwork
Your team is invited to watch and actively take part, helping refine the questions between sessions and articulate the learnings along the way.
6. Findings and implications
A concise report on what we learned and what to do about it, plus a working session on next steps.
For research partners
A senior moderator for your next study.
Research firms, consultancies, and fellow strategists bring me in when they need an experienced hand, without the big-agency overhead.
Let's connect- Moderation only, or design through reporting
- A named partner or white-label, whichever fits your client
- Experience with specialized B2B audiences and multicultural consumers
Have a research question?
or email lhaayen@humanspeak.net