The method to our madness

Rooted in key elements of cognitive psychology – perception, experience and identity – and informed by our learnings from more than 200,000 consumer conversations, ThoughtPath is the framework for our qualitative research approaches. Because it taps into how people naturally think, it’s our guide to asking smarter, more engaging questions, and the lens we use to analyze consumer dialogue. Here’s what it helps us do:

  • Improve recall: Consumers accurately recall experiential details when we transport them back to specific situations, triggering recall of senses, emotions, and environmental details
  • Increase accuracy: When we ask questions using ThoughtPath, consumers understand what we’re after. So much so that we have 50% less respondent confusion than questions asked without this cognitive framework
  • Show what stands out: ThoughtPath helps us unearth what gets noticed, how it’s categorized, whether it fits a need, and how inferences might impact the path to purchase
  • Map consumer profiles: We can determine how relevant a brand or product is for specific consumer profiles by mapping who they are and how they want to be perceived in the world
  • Elicit authentic feedback: Questions are carefully framed in a way that facilitates natural, step-by-step input from consumers
  • Neutralize resistance on complex and sensitive topics: Relatable and highly-personalized question sequences make it easier for consumers to speak about these challenging issues candidly and accurately

Conquer your BRAND HURDLES.

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