How well do you really know today’s consumers?

In context, insight-rich qualitative and ethnographic research. We build programs that explore not just what consumers say, but who they are, what motivates them, and what it all actually means.

In context, insight-rich qualitative and ethnographic research. We build programs that explore not just what consumers say, but who they are, what motivates them, and what it all actually means.

In context, insight-rich qualitative and ethnographic research. We build programs that explore not just what consumers say, but who they are, what motivates them, and what it all actually means.

QIC creates immersive, insight-rich qualitative and ethnographic research explorations. Every program is custom designed to reveal not just what consumers say or do, but also to explain who they are, what motivates them, and what it all actually means for your business.

brand exploration

in-context consumer understanding to answer WHY (or why not) people use, engage with, and have affinity for brands and products

segmentation

deep-dive segment profiles, category attitudes and use, or foundational insights to uncover segments

shopper marketing

store, aisle, shelf navigation and optimization, key selection and purchase drivers, product and pack optimization

innovation

JTBD exploration, product development, creative concept development and optimization