What is a conversation? Webster's defines a conversation as an informal spoken exchange of thoughts, information, etc; oral communication between people.

A conversation is the essence of good qualitative research. It is through conversations with people that truth is uncovered. The "truths" that are uncovered help to create better products, more effective advertising and create insights for new ways of relating to a group of people. It is through the words that we speak that thoughts are shared and ideas are brought to life.

Good conversations require passion, listening and probing.

Passion or interest is required for a good conversation. When we don't care about the person we are speaking with or the subject that is being discussed we can lose interest. We strive to bring passion to our work and our passion is to see you succeed.

You've probably heard the saying God gave us two ears and one mouth and we should use them in those proportions. Listening yields understanding. It is through listening that insights are uncovered. Without good listening research is a waste of time and money. That is why an ear is a part of our logo.

Probing helps to clarify uncertainty, guide the conversation and go deeper. Without timely questions a conversation may not move to the depth necessary to uncover the desired insights. In order to probe effectively, we believe our initial discussions with our clients are most important to understand their research needs.

What conversation would you like to have with your target audience?