We’re a boutique qualitative research consultancy that helps organizations navigate decisions by clarifying how their products, services, programs and messages are understood and experienced by the people they're designed to reach.
Through qualitative research, we surface patterns, tensions and points of disconnect that don’t always emerge from internal discussion or quantitative data alone. Our findings are grounded in candid feedback and real-world perspectives, and inform decisions related to business strategy, marketing and communications.
Services include:
We work with leaders and marketers throughout the research process, from early planning through insights and implications. We also collaborate with fellow researchers, providing services such as moderation or insight development to support their larger projects.
Pamela Rekow
Principal, Strategic Insights Consultant
As a qualitative researcher and moderator, I help leaders and marketers gain insights that guide decisions.
Understanding where audiences are on a topic or issue — what they value, believe and expect — is essential to moving conversations forward. Whether I'm speaking with customers, members, partners, employees or other key stakeholders, thoughtful qualitative research helps surface those perspectives and identify what's working, where friction exists and what may need to change.
Before focusing on qualitative research, I spent more than 25 years as a marketing and communications business partner, helping organizations and their leaders build reputation and brand aligned with business strategy. That background informs how I approach research today — with an emphasis on insights that support business strategy, marketing, and communications decisions.
Recent projects include stakeholder research for a public health school, private secondary school and nonprofit retreat center; resident survey for a municipality; focus groups with independent voters, amusement park visitors and luxury fragrance customers; and testing of product packaging and marketing materials.
As a member of QRCA and co-chair of QRCA's Professional Development Committee, I’m part of a global community of qualitative researchers committed to high standards and continuous learning.
Collaboration and Expertise
I work with a close network of trusted colleagues, bringing additional expertise and capacity to projects when needed. This includes experienced researchers and strategists with deep sector knowledge, complementary moderation skills, or added capacity for larger or more complex engagements.