“It is useless to attempt to reason a man out of a thing he was never reasoned into.”

Jonathan Swift

It’s improbable that Trinity College offered MBA’s in the 17th century, but Jonathan Swift had an astute grasp of marketing research: People usually cannot articulate what they don’t consciously experience.

Powerful feelings lie below the surface of conscious decision-making, shaping our attitudes and driving our actions. These aren’t always revealed through conventional research methods, which tend to tap into our logical thought processes.

When we’re asked to tell stories, however, a conduit is opened between the logical and emotional sides of our thinking. Without even being aware of it, we reveal a great deal about our decision-making by the words we use and the structures we chose.

Your customers, employees and stakeholders have stories to tell that reveal a lot about you. We use research techniques that identify themes and patterns in these stories, to help you understand how to meet needs and communicate more effectively.