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Our Approach

We specialize in primary research—studies designed to support specific business decisions and deliver additive knowledge to your organization.

As a custom supplier, we are tool agnostic, meaning we recommend the approach best suited for your business needs, learning objectives, the study participant, timing, and budget.

Qualitative Research


80% of our work involves having live conversations with clinicians, administrators, and decision makers in hospitals/health systems, clinics, the operating room, and more.

Today, the gold standard for these engagements is video conferencing.

One-on-one conversations are ideal for identifying unmet needs/problems, understanding treatment approaches, evaluating product concepts, and commenting on marketing communications.

A virtual approach allows us to reach these busy audiences at their convenience, without compromising on credentials.


In-person sessions have an important role when it is necessary for study participants to handle prototypes or evaluate other physical objects.


While challenging to implement, there are instances where direct observation is worth the effort. This is the best tool to understand actual clinical behaviors and variances in patient care, identify workflow inefficiencies, spot deficiencies in existing solutions, and more

Quantitative Research


While qualitative research identifies the issues, surveys are designed to measure acceptance, prevalence, and priorities among a larger number of people.

In our practice, surveys are used to determine the intensity of unmet needs, prevalence of problems, attitudes about current and proposed solutions, adoption of existing solutions and brands, feature sets for new solutions, and price/feature tradeoffs.

Study Activation

In our practice, data dumps are not allowed. Most of our study engagements are coupled with workshops to guide the client team on utilizing the research for decision-making. Common workshops include the following: product positioning, ideation/brainstorming, internal alignment to customer needs and problems, and more.