Pros

  • Go deep; probe
  • Greater chance to encounter the unexpected
  • Quality of participants more self-evident
  • Not linear
  • Capture emotion
  • Ability to observe behaviors
  • Non-verbal cues
  • Does not require a large n size
  • Speed

Cons

  • Directional sample sizes
  • Cannot quantify the results
  • Consistency across participants can be challenging
  • In some orgs, may have less influence than the numbers

paradoxes approach

  • Advisory councils
  • Ethnography
  • Focus groups
  • In-depth-interviews (IDI’s)
  • Journey in-depth-interviews (JIDI’s)
  • Usability testing

Jobs We Do

We help leading brands make smarter decisions at every stage of the product lifecycle.

SEE OUR WORK

Let’s Talk

Get in touch and tell us about your project. We’d love to hear from you.

LET’S GO