Here are just a few of the approaches I use to get remarkable results for my clients.

Getting the right people in the room.

Have you wondered on how earth some people make it through the screening process?

As a moderator, I’ve been amazed by this time and again.  Sometimes I can work around the problem, but other times, it’s a complete disaster.

To avoid this, I collaborate with professional field partners who oversee each and every aspect of the recruiting process.  They use creativity and ingenuity to get you the best people for your project.

Sometimes, I even personally pre-screen people by phone before meeting them in person.  This is a simple and easy way to make sure we get individuals who truly add value.   This is especially useful in high profile projects or those for which video will be made.

Using homework journals.

Asking people to get involved with a project in a fun way helps participants get engaged and involved with the process.  This builds enthusiasm for the project, which ultimately turns participants into genuine stakeholders in the project success.

What’s more, the relationship with the participants begins before we even meet, boosting the level of intimacy we can achieve once we meet face to face.

Journals also give time and space for consumers to carefully ruminate about the issues, moving us beyond the literal responses that live at the surface towards a more powerful, authentic truth.

Working with pictures.

How many times have you tried to get at consumer emotions, only to hit a brick wall?

Unlike emotions, rational factors are easy to get at in research since people are aware of them.  I ask simple, clear-cut questions and get candid, upfront answers.

Tapping emotions is less straightforward, however, since they live below the surface.  People lack awareness of their emotions and obviously, can’t talk about what they don’t know.  A lot goes on that people don’t have awareness of.

As a result, the bulk of what consumers hold deep in their hearts and minds is not revealed through conversation alone and research that relies solely on the spoken work often leaves you no smarter than before.

Taking a page from cognitive science which tells us that human beings actually think in images, not words, getting at consumers’ hidden emotions is more easily achieved when working with pictures.

To that end, I have compiled a proprietary PhotoDeck that contains approximately 500 metaphorical images that has proven successful time and again at making consumers’ hidden emotions plain and clear.