Customer Understanding

Okay, so we admit it – it’s a broad bucket. Isn’t this what all consumer insights are really about?

There are only two quantitative elements in this section, however: Attitudes & Usage studies and Tracking Studies. The remainder of the services here are qualitative, however, because truly understanding the why behind consumer behaviors, the decisions they make, the needs they have, and the products and services they fall in love with, requires a probing, insightful, personal inquiry into their broader lives and psychologies.

At Kelton, we view qualitative research as a core capability. We’re experts at taking the interview process straight to the consumer – in malls, on streets, and in their homes – to truly capture what makes them tick. Our ethnographers, interviewers, and moderators learned the art of inquiry as political and war reporters, through ethnographic inquiry into sensitive topics like healthcare and finances, and by moderating focus groups for politicians and corporate CEOs.

We live for this stuff – give us a call and we’ll tell you more about our innovative work.