WholeHuman™

Emotions and attitudes are powerful drivers of choice, often missed in research that focuses on behavior alone. Greenberg’s WholeHuman™ approach focuses on the entire individual, not just what they do.

By drawing on all three centers of human intelligence – head, heart, and gut – we can better understand authentic patterns: how someone feels about the choices they make, who they trust, what they enjoy, where they enjoy it, whom they share it with, and how context changes their views and feelings. Ultimately, a broader set of variables provides deeper insight to inform smarter marketing and engagement.

One of a Kind

Your business is unique. So are the challenges you face. Off-the-shelf research solutions don’t always reveal the deeper truths you need in a changing landscape.

At Greenberg, we match the strategic framework to the problem, not the other way around. We begin every engagement by deploying the relevant tools – strategy, qualitative, quantitative, and design – to ensure the alignment of objectives and the methodology, as well as maximum ROI for every research dollar spent.

Context Drives Insight

Qualitative research is not just about “methodology.” Understanding new behaviors requires context-led, multi-disciplinary thinking to get at the heart of what really matters. 

We are a team of creative strategists with diverse backgrounds, focused on gaining deeper, actionable insight for our clients. From in-home ethnographic interviews, on-line boards, and friendship triads to focus groups on a bus, in a facility, or on a plane, we believe that creativity, context, and a 360° mindset are essential ingredients for revealing compelling insights to inform leadership narratives. 

humanQuant™

Increasingly, online surveys are bland, robotic tools that elicit automatic responses. It’s no surprise that drop-off rates are rising, and that getting data you can trust is increasingly difficult.

At Greenberg, we’ve turned quantitative research on its head by framing it around more intuitive angles of inquiry. humanQuant™ addresses both how questions are asked, as well as the design of the environment, and deploys new analytical tools to capture the output. By framing traditional questions in new ways, we have increased the depth of response and willingness to engage in ways that yield new insights to elicit the answers you need.

Patterns Thinking

Complex patterns exist beneath the surface of every category – essential habits, heuristics, and traits that drive preferences, behaviors, and decision-making.

We help identify these patterns and, more importantly, the connections between them, to create an evaluative and predictive framework. Together, these help reveal the bigger picture and better shape strategy, communication, and product development.

Segmentation That Sticks

Segmentation represents one of the greatest risk/reward spectrums of any strategic assignment. At one end, there’s the opportunity to understand the deeper motivations and needs of your customers. At the other, there’s a very real chance that no one in your organization will pay attention.

At Greenberg, we've built a Segmentation and Persona process that integrates data, insight, and design to create enduring organizational impact and transformation.

Making Big Data Human

At Greenberg Labs, we have pioneered an entirely new approach to behavioral tracking that integrates the accuracy of passive listening with the depth of our humanQuant and ethnographic tools. Our clients can now isolate the impact of specific marketing properties on engagement, as well as identify how best to target and where to invest. By converting numbers into narratives, we help them gain a clear, accurate view of customer trends – and answer the question: “what next?”

Mapping the Journey

Gaining structured insight into the customer experience is vital for determining how to build an integrated strategy and prioritize resources. 

At Greenberg, we help clients map the customer journey to build a holistic and actionable understanding of that experience. This informs marketing, product development, distribution strategy and brand communications. The “Seven Steps in the Chinese Travel Experience” video summarizes our approach.