“When there’s no stranger in the room, the truth comes out.” That is the motto of Hatch.
What’s Hatch, you ask?
Hatch is a new approach to consumer research combining two simple techniques: online community studies and in-person discussions. We use new tech and old-fashioned personal connection to provide companies with what they need to know now.
We have a handful (make that two handfuls) of Hatch projects under our belt and we can’t wait to do more. Over the last couple of years we’ve been cultivating relationships with responsive and articulate consumers. We believe in going beyond the average two hour focus group and engaging our participants on a personal level. We help our participants feel vested. They’re not just part of a quick research study; they are on a brand journey. Continue reading
Just finished up another great consumer brainstorm in Los Angeles this week. This is the second of the year with a group of consumers I’ve been keeping in touch with from a project originating back to last December last year. Now, I’m not a formal moderator by any stretch of the imagination but I do know how to throw a good dinner party and how to have engaging conversation. In my book, being authentic can get the real truth and insight clients are wanting in this environment to help drive their business.
The cast of consumers were now old friends, this was our second dinner together. More than anything they’ve been impressed by two things: 1) That an actual company has the follow through to continue to build a relationship with them and 2) what they say has real value and impact in helping define future direction.
To date, each dinner usually has about 10-12 participants; an even split between those client-side and consumers. Have you ever tried to control a dinner party? Exactly the point. With a big group any kind of formal discussion guide goes out the window in favor of loose discussion around 3-4 areas of interest. The trick is the side-bar conversations: this is where the magic happens. When clients who are pushing strategy through the pipeline and real live consumers combine forces and engage in a meaningful way there’s nothing better.
For more information on crafting a Consumer Dinner for your organization, drop us an email or give us a call at 503-709-9915.