We conduct focus groups, IDIs, in-office interviews, and all other forms of qualitative research. We interview consumers to find out what they want and experts to find out what they need. There are surely exceptions, but we can usually talk to anyone about anything.

In addition to standard techniques we offer some unique qualitative tools: pseudoconjoint, pseudo-MDSm and pseudocluster analyses; these borrow from quantitative to provide ways to explore product dimensionality:how do they differ, and why?