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what we do and our wide range of services.
Our determination in a freak snowstorm to hit our interview quotas for new laptop designs.
In developing their 2012 laptop line, a major manufacturer of notebook computers wanted to understand which design elements are most appealing to consumers in the US, France, the UK, and Brazil.
The best way to find out what consumers like and dislike about something is to get the products in front of them. So, we conducted 30-minute Central Location Tests. Consumers who were in the market for a new laptop evaluated the laptop models, allowing for real hands-on of the design elements.
Oh no—it snowed in London! Respondents cancelled right and left. Thinking proactively, our team went outside and recruited respondents on the street level. A few screening questions to ensure they qualified, a promise of 30 minutes of warmth, and a cash incentive, and voila—interviews completed!
Putting boots on the ground in Indian farmers’ markets to reach our target audience.
A farm equipment manufacturer wanted to know whether farmers in India might be interested in a small, custom-designed utility vehicle for their hauls to market. Rickshaws and mules are the norm, but not altogether efficient.
Only one way to find out… we put boots on the ground in four different regions of India to mingle at farmers' markets in rural Mumbai, Calcutta, Rawalpindi and Delhi. Farmers came to sell their wares and we invited them for a chat.
Many times the best research results from a simple face-to-face conversation. Even when it’s off the beaten path, we find a way to get there.
Going beyond the usual suspects for a 720-degree view of men’s health.
A medical company was trying to better understand the needs and frustrations associated with the male aging process.
The company had done plenty of research with nurses, doctors and aging males. They came to us looking for a fresh approach. We took a broader ‘720-degree’ view of the male life by interviewing out-of-the-box ‘male touchpoints’ including pastors, weight lifting instructors, lifestyle coaches—even whitewater raft guides.
We start every project with a blank sheet of paper. Our preconceived notions are that there are no preconceived notions. We view research as a dynamic entity where every minute and every aspect of each day represents a potential learning experience.
Using video evidence to bring research insights to life.
A major manufacturer of commercial cleaning products wanted to explore unmet needs around cleaning in kitchens.
The best way to understand it is to see for ourselves. So we visited 100 restaurant, hotel, retail, school and hospital kitchens in six countries to watch people clean kitchen equipment. It was amazing—we got the FULL picture of cleaning procedures (or lack thereof) before, during, and after meal service!
The client wanted a video. But our “better service” philosophy compelled us to catalogue the hundreds of hours of video footage and thousands of pictures into a searchable database that the clients could use to review each specific aspect of cleaning.
Using creativity and new techniques to generate better medical device concepts.
A client was developing a new pharmaceutical product and wanted to make sure they optimized the benefit positioning for the product.
Our solution, The Link Group’s dynamic Concept Optimizer methodology, is concept development on steroids! We complete 3-4 interviews, facilitate client debriefs, make real-time revisions of the positioning ideas… and then begin the cycle all over again. The result was a positioning which delivered the holy trinity: motivating, unique and ownable benefits.
The process is typically very intense. But, when an ice storm shut down the city (trapping our moderator in a hotel room and all of the clients in their homes) we took it to another level. Within hours, ALL of the research was transitioned to the telephone and facilitated work sessions were done via conference calls. That’s ultimate flexibility!
Watching products come out-of-the-box in real time to understand what really happens.
A major manufacturer of electronics wanted to understand and improve the customer’s experience when setting up a new LED TV.
The best way to see respondents' true initial reactions and uncover pain points is to be there live and in person in their natural setting. We did just that. We were there when the TV was delivered to the respondent’s home, which allowed us to better understand every step of the process: from unpacking the box, to general set-up, configuration, and initial use.
What’s the trick to successful in-home research? Details, details, details! Throughout set up and execution of the research, our team was able to provide the client with all necessary logistics in a concise and organized manner. Additionally, our incorporation of audio and video clips in the research summary added flavor and gave our client the “back-up” she needed to present the pain points we uncovered to her greater internal team.
Watching doctors and patients together to perceive how healthcare succeeds and fails.
A major healthcare provider wanted to know how ‘in touch’ doctors were with the opinions of their patients in regards to a specific issue.
Rather than just ask each group what they thought about the topic at hand and compare responses, we actually let the doctors ‘listen, watch and react’. We created a sequential interviewing process where caregivers observed their patients in a group discussion; We then engaged the doctors in a group discussion format to capture their reactions.
By creating this new format of qualitative learning, we exposed caregivers to a different side of their patients. The reactions and observations that they witnessed helped provide a deeper understanding of their patient perspectives.
Using handheld cameras to empower Alzheimer’s patients to express emotions.
We needed to understand the deeply complex emotions of families struggling with Alzheimer’s disease.
We collected online journals with grown children of Alzheimer’s patients to get their perspective. But spouses represent the bulk of caregivers in this disease state; and most seniors are not so tech saavy. Solution: we sent them digital video cameras and had them film themselves confessing their innermost thoughts “Blair Witch” style.
We created this new process specifically to meet the needs of this study. In the end, the team was able to understand the audience. The key was our ability to create an emotionally wrenching 15-minute clip reel from the footage so the client could fully understand how emotional the experience is for these families.
Going into the operating room to gain access to complex cardiac procedures.
A major manufacturer of implantable cardiac devices wanted to re-design the computer that programs those devices.
Rather than conducting in-facility research, we went into operating rooms so we could see first hand how these programmers were being used during device implant. We provided detailed sketches of the use environment to help the client understand what factors they needed to consider in their re-design.
Operating room schedules change rapidly; we remained flexible and took advantage of our downtime by interviewing nurses, physicians, and sales reps about the programmers, even while they were scrubbing in!
Sifting through hundreds of thousands of comments to connect the dots of consumer sentiment.
A large customer loyalty dataset contained thousands of open-ended comments and none of the available canned coding products were up to our quality standards.
We used a custom platform to design our own coding algorithms and validated it against thousands of comments.
Our focus on quality made the difference. The client received customer insights that were specially tailored to their business. The client didn’t even ask for this to be built—we took the initiative and built it. It’s called “Surprise and Delight”!
Shuttling patrons between fast food stores to create a clear vision of what works and why.
A leader in fast food products wanted a fresh approach on gathering qualitative reactions to in-store merchandising.
We took the traditional concept of focus groups and made them mobile. A group of qualified respondents were shuttled to a series of locations. They were asked to complete specific exercises at each location—and then reconvened at a central location for a group discussion to share what they discovered. In addition to the precise details that are shared, the respondents develop a special bond among themselves during this extended time frame, resulting in even more candid conversation.
Who do you think did the driving?
A last-minute disaster check for advertisements conducted as fast as humanly possible.
An oil and gasoline company was set to launch a glitzy ad campaign for their new flex fuel in Brazil (the flex fuel capital of the world). But they couldn’t decide between two very different ads… and the deadline was fast approaching!
Time was critical—we had one day to plan, two days to recruit (a continent away), and one day to conduct the focus groups. So we nixed the travel, did everything over a videostream, and used the last day to report the findings. In five days flat.
We understand the business world can’t always conform to the research world—when it needs to be the other way around, we make it happen.
Determination:
A freak snowstorm didn't stop us from hitting our interview quotas for new laptop designs.
Reach:
Putting boots on the ground in Indian farmers’ markets to find our target audience.
Understanding:
Watching products come out-of-the-box in real time to see what really happens.
Perception:
Watching doctors and patients together to understand how healthcare succeeds and fails.
Connecting the dots:
Sifting through hundreds of thousands of comments to make sense of consumer sentiment.
Vision:
Shuttling patrons between fast food stores to create a clear picture of what works and why.
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