Generative Research
Discover what your customers actually need.
People are not very good at telling you what they want. They are excellent at showing you what they need — if you know how to watch, and what to ask.
Generative research is exploratory work: interviews, ethnography, focus groups, digital discovery. It happens early, before anything gets measured, and it answers the questions a survey cannot — why people do what they do, what problem they are actually solving, what they never thought to mention.
“Generative” here means exploratory. It is a research tradition decades older than generative AI, and it means something different. We use AI to accelerate this work — transcription, coding, pattern-finding. The interpretation is human.
What this layer covers
Interviews
One-to-one depth interviews with the people whose behaviour drives your category.
Ethnography
Observation in context — what people do, not only what they say they do.
Focus groups
Moderated group discussion where reactions and language surface fast.
Digital discovery
Online communities, forums and open-ended data as a discovery source.
AI-enhanced qualitative analysis
Transcription, coding and pattern-finding accelerated by AI, interpreted by a senior researcher.
Book a call with a senior researcher
Tell us the decision you're facing. A senior researcher will help you diagnose it — no sales pitch, and no obligation to run a study.
Questions we get
About generative research
When is generative research the right starting point?
When you do not yet know what to measure. If the question is “why” or “what are we missing”, exploratory work comes first — measurement without it often measures the wrong thing precisely.
Does “generative” mean you use generative AI?
No. Generative research is an exploratory tradition decades older than generative AI. We do use AI to accelerate transcription, coding and pattern-finding, but the interpretation is human.
How small can a generative study be?
Smaller than most people expect. A focused set of depth interviews often answers the decision. We size the work to the question rather than to a standard package.
Tell us what you need to understand.
A senior researcher will help you diagnose the decision before anyone designs a study.
