Matter to good people.
Stay relevant.

Build a sanctuary for your customer relationships using our Guiding Narrative® approach to segmentation and our Guiding Narrative® storytelling and product innovation platform (GNP.AI). Harness the power of real-time, ethnographic insight, AI-driven Guiding Personas™, and expert consulting to future proof your brand.

The Guiding Narrative® Platform (GNP.AI)

Continually know what matters to your customers.

See how the Guiding Narrative® Platform can track your brand's value and relevance to different customer audiences.

Schedule a Complimentary Consultation
As AI becomes increasingly ubiquitous, the need for a new framework to understand human behavior at scale becomes more urgent. AI excels at organizing, processing, and even generating insights from data—but if the data it’s working with isn’t aligned with how people actually make meaning of the world, it will only accelerate our ability to misunderstand them. Without a true human-centered lens, we risk scaling misinterpretation at unprecedented speed.

Introducing an ethnographic-based consumer insight platform, built on the internal blueprint people follow to make sense of the world — their Guiding Narrative®. GNP.AI allows us to interpret data through the lens of how people actually assign meaning, revealing not just what they do, but why they do it.

Quick Features Overview

  1. Real-Time Insights Dashboard – Monitor customer relationships with actionable data related to customer lifetime value, customer acquisition costs, and brand equity.
  2. AI-Enabled Guiding Personas™ – Get instant feedback and recommendations on marketing and product development from prototypical customer avatars representing each of your customer segments.
  3. Strategic Advisory – Access expert guidance to navigate your brand’s growth and innovations.
  4. Discount on ongoing research: – Get significant discounts on satisfaction, perception, feature preference, pricing, A/B message tests, purchase intent, targeting and other traditional insight studies as they are used to further train your Guiding Personas™.


How it works

  • Simplified Onboarding: Seamless integration with existing systems.
  • Active Engagement: Continuous learning and adaptation from real-time feedback.
  • Strategic Outcomes: Sustained growth through tailored strategies.
  

ABOUT US

Our mission is to deepen customer understanding and optimize engagement, securing your brand’s value to the marketplace.
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OUR TEAM

We are anthropologists, data scientists, and strategists dedicated to making your brand indispensable to customers.
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Some good people we've done work for.

microsoft
Pearson
comcasr
Finra
Ergobaby
Qualcomm
Salesforce
Cisco
Dell
sap.
BBB
Sanrio
Life_is_good
munchkin
Averitt
American Heart Association
docusign
lapd
Honeywell
Boma
Arclin
strayer
NAMM
H_and_R_Block
NAHB
American_College_of_Cardiology
Rasmussen
Cabot

Kind Words.

I hope to be able to work with Craig and his team for my entire business career. Their work is unparalleled. They can explain the results and make them actionable. Their unique and highly relevant ethnographic training works very well since it allows them to put themselves “in other’s shoes” better than anyone I know.  Their patience, professionalism and attention to detail help drive consistent, accurate business conclusions.

Mike Reid

CEO, Agros Ventures

Craig and his team are my resource-of-choice for research projects of any scale; they’re the first call I make and frequently the ONLY call I make. We’ve worked on a number of projects together, and I trust completely their science, productivity, good humor, and business practices. They’re clear, focused, timely, authoritative, insightful, professional. I never hesitate to have them interact with my clients, who respond very well to their work, his presentations, and his analyses. I’ve come to rely on their good counsel, and respect their opinions, especially when they’re different than mine — I trust them to tell the truth and I value their judgment immensely. I never hesitate in giving them my highest recommendation.

Donald R. “Chip” Levy

Principal Emeritus The Rochelle Organization

Craig and his team have shown us how our customers see our solutions and their relationship with our company, and why. This enables us to understand how and where we can deliver greater value to our network banks every day.

Robert Sandler

Sr. Director, Sales Operation, IntraFi Networks

Craig and his team were instrumental to the creation of BBB’s 5 Gestures of Trust, an exciting new framework for consumer – business relationships. Their work supported our effort to keep a 100-year-old brand relevant for today’s audience.

Bennie Johnson

CEO, American Marketing Association | Former Chief Strategy Officer, BBB

I worked with Craig and his team at Ergobaby for consumer insights, specifically ethnography studies, with complicated recruiting criteria and the objective of gaining a deep understanding consumer segmentation. They came up with a comprehensive plan and delivered in-depth analysis and clear recommendations, on time, and on budget. Working with them was a real pleasure, they listened carefully and asked great questions.

Annie Chen

Former Global Product Manager, Ergobaby

Craig immediately took measures to win the confidence of hundreds of beat cops through whom he observed the operations of the LAPD. By force of his pleasant personality, communication skills, calm demeanor, professionalism and display of sincerity, he won the officers over to his cause. Across the board they quickly accepted him as qualified, sincere and well intentioned.

There is no doubt that Craig Honick played a very special and critical role in bringing about process improvement in one of the largest and most well-known police agencies in America.

Lawrence Fetters

Deputy Chief, LAPD (Retired)

What we've learned.

Real findings from our research that surprises and/or delights us.

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