1: why does common exist?

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.

2: what does common believe in?

break down

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.

context is everything

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.

act with empathy

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.

3: what does common do?

We don't believe in a one size fits all approach. Instead, we design based on the need, and our beliefs.



usability test

online community



life documentary


4: who does common work with?