As reported by the
Globe & Mail,
Curiosity Inc., a Toronto-based research and innovation company, has set itself apart from the competition by developing a unique style of market research. Inspired by her education at Denmark's 180 academy, Curiosity Inc.'s founder Karen Ward ignores traditional "linear" methods of market research opting instead for a hands-on and qualitative approach. Rather then have participants answer a strict pre-determined questioner, Ward spends time conversing with each participant while they use the product in their daily life.
"Ms. Ward provides a critical, and often missing, communication link between businesses and their customers by gently teasing the truth out of test subjects. "One of the things I get frustrated with � is that if a customer doesn't offer up something that supports [the client's] point of view, then they think the customer is stupid," she says. "This is not the case�you need to accept they have a different point of view and start asking more questions. There are always more questions."
"Large corporations hire Ms. Ward in the early stages of product development, sometimes before a product has even been conceived. Her field research can convince a company that a product is viable, or force it to change track and approach the situation in an unexpected manner."
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original source the
Globe & Mail