We believe the qualitative research industry is ready for disruption.
For too long, it has treated people like test subjects, has relied on
artificial thinking structures
that preclude the truth, and has fueled
the rise of professional respondents, which have resulted in unreliable
and untrue “insights” that do
more harm than good.
That’s why we founded common, to cut through the unreality of research today.
In this day and age, “research effect” should be a thing of the past. We believe that research should never get in the way of getting the answers you need. That’s why we use all available means to do research, that doesn’t feel like “research” is being conducted.
We believe that you cannot, and should not, separate content from context. That’s why we don’t just look at consumers, but the broader social and cultural context people are immersed in. From their digital lives, to the communities participate in, the company keep and the places, everything shapes meaning.
Most researchers are outsiders. They drop in, drop out. We believe to truly get to an insight, you need to act like and insider, not an outsider. You need to act with empathy to really understand people.
We don't believe in a one size fits all approach. Instead, we design based on the need, and our beliefs.
city
safari
focus
group
usability test
online community
workshop
ethnography
life documentary
semiotics
