We spend time with people because they are the experts of their own lives.

We spend time with people to explore the deep meaning of everyday life. By immersing ourselves in people’s lives, homes, and daily routines, we seek to understand what they do, how they think and what they value. During our time together we witness whole experiences. We develop empathy that allows us to see with fresh eyes what attracts, delights and frustrates our participants, as well as where we can help our clients address unmet needs and barriers.

We spend time with people to be inspired by the generative context of their own unique everyday environment. Whether at home, at work, in the store or in between, physical and digital environments provide artifacts and prompts for discussion and demonstration. Being totally immersed in the context of everyday lives allows us to observe how people interact with products and services in their homes and beyond. We also look for what might not be easy or obvious to verbalize – nonverbal reactions, unstated assumptions, and workarounds.

We spend time with people because it is our passion, the very heart and soul of who we are. We experience the world right alongside our participants to gain insight into their behaviors, motivations, constraints and concerns. The compelling stories our participants share inspire and enlighten our clients throughout the innovation journey.