We are strategists who study how brands connect with people.
Our team uses all the usual methods for accomplishing this task (e.g., ethnography, in-depth interviews, online panels, seances, tarot cards, focus groups, etc.).
The conclusions drawn from our studies allow our clients to create more effective strategies for product development, sales, distribution, and advertising.
We conduct our work like a think tank, with our clients—be they brands or agencies—as partners in the process.
Plannerzone’s practice areas include:
- Consumer Insights
- Channel Insights
- Online Research & Panel Studies
- Product Development Research
Our research is informed by our fascination with ideas, beliefs, and behavior. We devote a lot of time to learning from minds better than our own. Sometimes this carries us into the realm of behavioral models, service design and systems thinking, each a tool that helps us understand the dependencies we observe in our studies.
Plannerzone works with advertising agencies such as R/GA, Digitas, J. Walter Thompson, Saatchi & Saatchi, BBDO, Mother, Wieden + Kennedy, and Ogilvy & Mather. Direct corporate clients have included Apple, Proctor & Gamble, Ameriprise Financial Services, Nestle, and 3M.
People are people. They aren’t customers, consumers, target audiences, segments, or low-hanging fruit. They are people with the kinds of joys, concerns, fears, and worries that real people have for their families, their livelihood, and their well-being. When we talk to a person as a part of a project, whether interview, group discussion, or a visit to a private home, that person—the person we are talking to—is the most important person in the world.
The reason is simple: Real people are interesting, and they hold the key to solving many of your business problems.
Qualitative vs. Quantitative
Qualitative research is not quant, and quant is not qual. There isn’t really such a thing as qual/quant. They are, in fact, two different types of research with distinctly different goals. Qualitative research tools are put to best use when digging into emotional territory to gain insight into human behavior.
This special territory is where we tap into a shared experiential space that’s difficult to measure with scientific objectivity; it is both art and science, drawing upon empathy and critical thinking to qualify the applicability of another person’s beliefs and feelings.
Quantitative research, by contrast, is all about measurement. It tells us in broad strokes how individuals, when consolidated into larger segments of the population, have behaved, or will behave. Quantitative research can effectively describe behavior, but it does little to explain why the behavior occurs. In the best of all possible worlds we use qualitative research to develop a hypothesis to test in a quantitative setting. Qualitative explores possible answers. Quantitative identifies the best answer.
We spend our time thinking about the right questions to ask, because if we ask the right questions sooner or later the right answers are sure to follow.
Are you as curious as we are? Contact us to learn more »