Context is everything. We go where life happens.

Business swims in a sea of analytics that report how people behave, but these numbers are absent of texture about the way decisions are really made. Spreadsheets and dashboards cannot tell us why people do what they do. Numbers alone can only describe behavior, not explain it. Ethnography works with hard data to tell the full story of your consumer in context.

Does your data have soul?

Observations are as powerful as spoken words. The unarticulated can be as important as what is said. Our work yields the honest reflection, textured understanding, confessional stories, routines, and rituals that business leaders need in order to have gut instincts about what the data means.

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