This is real world, real time, real women research.

We shop with women, cook with women, watch them in their homes and even at play. We give them cameras and diaries to document their days. We literally insert ourselves into someone else’s life in order to connect to it empathetically.

We’re able to uncover even more information by walking through the steps of a decision with them.

The feedback is spontaneous, without prompting or distraction. And this raw material is the stuff of marketers’ dreams.