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Differentiate yourself and generate attention by owning your vocabulary

A high security key company, Mul-T-Lock (a client of ours), had a predominantly trade-oriented business model. In their dealings with their locksmith customers, industry jargon was an accepted vocabulary. As Mul-T-Lock saw an opportunity to improve its awareness with consumers, it would need to more clearly...

There is more than one best way to approach consumer research

Typically when we conduct research participants are screened by target age, region, habits, etc. We then ask these participants to self-report whatever it is we are researching. The thinking is that the people we’re targeting are the source of the best insights. However, a consumer research...