If you asked us what makes us different, we’d say “consumer anthropology.”

Sure, it sounds impressive, but what it really means is that we listen to people. We meet with drivers at truck stops at 6 am. Empathize as cancer survivors relate their most personal stories. Talk to new moms about their new baby.

By immersing ourselves in people’s lives, we learn what’s important to them. The result is a deeper understanding of how a product or service relates to a consumer within the context of their life.

And that is very powerful knowledge, indeed.