We have broad capabilities in traditional research methods and offer solutions to help organizations meet their goals.
Our sweet spot is helping clients stay vital and relevant by showing them where they fit in the lived experience of their stakeholders, including customers, employees, partners, and the public (collectively, “customers”).
Led by applied ethnographers, quantitative analysists, and students of advanced technology, we specialize in discovering and presenting to clients their customers’ Guiding Narrative®.
The Guiding Narrative® is an internal mental blueprint that shapes what customers value and how they interpret a brand, product, service, message, or action. To stay relevant, our clients learn to ground their brand storytelling, product innovation, go-to-market strategy, trust building, and thought leadership in a deep understanding of their customers’ Guiding Narrative®.
For data-driven marketers, the customer Guiding Narrative® offers the essential throughline that gives meaning to every data point an organization gathers. It clarifies how those observations should be interpreted — in the same way customers interpret them.
Our proprietary methods are the result of 25 years spent studying customer mindsets and behaviors firsthand, in real-world contexts.
We invite you to explore more of our thinking on this in our blog, where we share our ongoing insights and observations.
The album is more experimental in nature than the band's later releases. It was released only in Canada and Japan, and received very.
The album is more experimental in nature than the band's later releases. It was released only in Canada and Japan, and received very.
The album is more experimental in nature than the band's later releases. It was released only in Canada and Japan, and received very.
Craig is an applied ethnographer and organizational change consultant with over 25 years of experience uncovering the narratives that drive individual and group behavior. His work ranges from early ethnographic research with the LAPD to projects for major corporations, nonprofits, and government agencies, helping organizations more effectively position their brands, products, and internal culture. He also brings a background in higher education through doctoral training and teaching at UCLA, along with published work on vocational education. Currently an Entrepreneur in Residence at UVA’s Darden School of Business and an adjunct lecturer at the McIntire School of Commerce, he leads The Good People Research Company’s vision, research design, and client advisory work.
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