A Look Back At 2024

We’ve always believed that the best insights come from stepping into someone else’s world - whether that world is a high-tech kitchen, a luxury vehicle, or the aisles of a discount store. This past year took us across the country and into some truly fascinating conversations. From the high-stakes world of luxury SUVs to the practical, everyday realities of dollar store shopping, we spent the year exploring the diverse ways people navigate their lives and their budgets.

Innovation in Focus

The "tech" side of our portfolio was busier than ever. We took deep dives into:

  • Generative AI Technology: Exploring how businesses and consumers were actually using these nascent tools to change the way they work and create.

  • Next-Generation Home Smart Displays: Seeing firsthand how the "hub of the home" is evolving to be more intuitive and helpful.

  • Health and Fitness: We worked on a myriad of projects in this space, tracking the shift toward holistic wellness and the wearable tech that supports it.

Beyond the Fieldwork

Of course, 2024 wasn’t all focus groups and video vignettes. We made sure to find some time for our own families and personal adventures.

Jonathan headed over to Italy this year for a family wedding, trading his moderator’s guide for a glass of Chianti and some spectacular views of Amalfi Coast. Meanwhile, Liz took a memorable bike trip in Asia with her family, soaking up the culture, the food, and the inspiration that comes from seeing the world through a completely different lens.

A Heartfelt Thank You

None of these stories, insights, or miles traveled would be possible without our clients. You continue to trust us with your most important questions, and we never take that for granted. Thank you for your partnership, your curiosity, and for another year of allowing us to find the "candor" in every conversation.

Here’s to a bright, insightful 2025!

— Liz and Jonathan