What makes your customers tick?

As social creatures that operate within in a broader social context, we are all impacted by multiple social forces: socio-economic status, gender, politics, religion and culture. What may seem completely illogical or irrational to one person may be perfectly rational and reasonable to another. Without accounting for the social forces that impinge on us, we fail to understand adequately why people may act or think in ways that deviate from the norm.

Specifically, failure to have an-depth understanding how your customers interpret the world through their particular view point, means you cannot adequately gauge what may be most salient to them. Using our expertise in qualitative methods, we do more than give you some basic data points about your customers – we give you a 360 degree view into your customers’ thoughts, feelings and behaviors by accounting for their own unique view of the world. We take into account their beliefs, experiences, and perspectives that subsequently shape their decision-making behavior.

We believe the best solutions come when you understand people from their frame of reference. This requires that we analyze people in context of their everyday lives, so that we accurately document how they interpret the reality around them. Our job is to help you understand your customers’ perceptions so that you can effectively and appropriately tailor your product/messaging to your audience.

Theoretically grounded and empirically validated qualitative research methods include –

  • Participant observation
  • Case studies
  • In depth interviewing
  • Focus groups
  • Ethnography

Each of these methods provides greater depth of understanding and flexibility than traditional quantitative methods that, by design, must be highly structured to produce quantifiable data. We give you the “why” in order to figure out the “how”. Our research meets the highest standards for rigor that maximizes the reliability and validity of our results. As highly seasoned professionals using these methodologies, we ensure that our findings are systematic, reproducible and transparent. These findings can help you to really understand your customers and provide them with what they need.

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About Us

We uncover key user insights and translate those into effective messages, designs and motion media solutions that resonate with your audience.

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Our Services


Why? We help you understand what makes your customers tick.

Participant Observation
Contextual Inquiry
In-depth Interviews
Focus Groups
Facilitated Ideation


How? We help you create  the innovative design to implement.

Journey Mapping
Interaction Design
Design Thinking Workshops
Visual Design


What? Let us help you with the finishing touches.

AB Testing
Usability Testing
Expert Evaluations
Card Sorting
Web Analytic Analysis


See? We can help show your greatness through motion media.

Motion Media
Tutorial Development

Research The Why

We believe the best solutions come when you understand people from their frame of reference. We can give you the tools that empower you to make informed decisions.

  • Personas (Representations of User Types)
  • Strategic Roadmaps
  • Messaging Themes
  • Key Research Findings



DesignThe How

We help you create effective and research inspired designs. Your project is special and your design should fit your goal, not a cookie cutter pattern.

  • Wireframes
  • Interactive Prototypes
  • Composites
  • Storyboards

Evaluate The What

In a constantly changing environment, your product needs to stay current. Let us help you polish your product to improve the customer experience.

  • Usability test findings/recommendations
  • Journey Map
  • AB test findings



Show – See It

In the current social media climate, people are in a hurry and tend to scan information in text form. We can provide you tools to communicate it.

  • Product Demos
  • Video Tutorials
  • Educational Clips
  • Promotional Campaigns
  • Websites


Cynthia MorneweckPrincipal Design Strategist+
I'm drawn to the challenge and impact of computer-human system complexity. Whether in healthcare, education, or community service, I'm passiRead more
Lori Westphal PhDPrincipal Research Strategist+
I work with clients to identify their business needs and determine the appropriate analytical approach to solving their problems. Through myRead more

Our Clients

Governor's Office of Student Achievement

Missouri University Health Care



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