Our five-week method

Every project begins in week zero with a ninety-minute brief alignment meeting where we define research questions and participant profiles with your core team. In weeks one and two, recruitment lead Ingrid Solberg oversees custom screening to recruit the exact twelve participants required for the study. Rather than using generic consumer panels, we screen candidates individually against behavioural criteria and verified usage habits. Clients receive daily recruitment updates and screener logs to ensure full alignment before fieldwork starts. By the conclusion of week two, interview schedules are locked, participant profiles are shared with client observers, and interview guides prepared by our senior moderators are finalized.

Fieldwork occurs across weeks two and three, taking place either within our dedicated interview studios, Studio A and Studio B, or on site through in-context visits. Sessions are conducted one-to-one by senior moderators Clara Wendt and Nadia Haddad, supported by head of fieldwork Tomás Ibarra. Each session lasts sixty minutes, allowing participants sufficient time to settle, reflect, and share detailed personal experiences without feeling rushed. Client team members can observe live interviews through discreet audio-visual links or attend in-context visits where appropriate. All sessions are recorded with high-fidelity audio equipment, with Wei-Lin Chou managing immediate verbatim transcription to support rapid analytical turnaround.

Week four is dedicated to physical analysis. Our research team and your stakeholders assemble in our Northbank studio to chart evidence directly onto paper walls. We review interview transcripts, extract verbatim quotes, and arrange findings into thematic patterns using printed cards and wall charts. This collaborative exercise eliminates the disconnect between agency and client, ensuring shared ownership of emerging insights. In week five, we deliver the final readout and comprehensive written report. Led by Clara Wendt and Jonah Mensah, the readout presentation walks your leadership through synthesized findings, supporting quotes, and direct strategic observations, providing an authoritative reference for executive decision-making.