We turned over our copy testing and tracking studies to Equation based on the recommendation of our ad agency who has had great experiences with them. We had challenges in the past in working with companies who did not add the strategic context we needed when looking at the data. Equation came in and really added that dimension and it’s had a great impact on our communications strategy.
At Equation, we deliver inspired thinking and practical solutions to your research challenges.
Our philosophy is built on three pillars:
One size does not fit all
We believe in tailoring a research approach around your unique needs. One that gets to the heart of your business issues. We don’t tie you to a specific methodology or run every solution through a black-box.
This means asking thoughtful (and sometimes tough) questions. And taking the time to learn about your business.
Humans aren’t lab rats
Long, formal and boring surveys do not lead to useful data (we can prove this). We design surveys to be as concise as possible, conversational and engaging. Why? Because humans aren’t lab rats.
We believe in employing innovative interviewing methods such as:
- Survey techniques that reflect how consumers make choices in the real world to provide more accurate and predicative results.
- Pioneering ways to compliment quantitative data with qualitative depth, including online ethnography, in-depth moderated online interviews and social media tools.
- A holistic approach to measure how consumers experience all aspects of a brand – online and offline.
- Research designed to take occasions and needs into account. Sensitive to the fact that the balance between rational and emotional needs shifts across different situations.
Business focus, not a research focus
Too many companies get stuck in an academic, task-oriented approach where the research itself is the focal point.
We believe the focus should be on business outcomes. We want to solve problems and identify opportunities for your business. We want to answer questions that give you a peek around the corner before any of your competitors.
To achieve this, a smart survey design and a report that truly “tells a story” with insightful analysis that gets to the heart of the issues is key.
This is only possible with a team who truly “gets it.” With experienced people who don’t just manage projects, but instead doggedly insist on bringing the focus back to your business.