Knowing what we don’t know is key. Making wise decisions absent complete information is always the test of leadership. The right answer to the wrong question is a distraction.

Providing insight and foresight to leaders needing answers, we match varied research techniques with critical questions. We bring fresh eyes to reveal what may have been missed — expanding understanding, not just generating data and information.

For a client examining opportunities in a new market, we used mystery shopper techniques, we identified a major gap in understanding consumer perceptions, enabling this multinational packaging company to avert a disastrous product launch and reformulate its strategy. For a multiclient scoping project, we wrestled with conflicting market data to build a clear picture of growth opportunities in the food and agriculture sector.