“Even if you are on the right track, you’ll get run over if you just sit there”
— Will Rogers
At Fire Studios the strategists do the research, which allows for intuitive exploration and flexibility while out in the field.
Interviewing people is an art - there is a richness of insight that can only be gained by experiencing something firsthand. We have no doubt; direct contact is one of our most valuable tools.Qualitative research is often considered a commodity, but there really is a difference in the quality of research we do. We start by recruiting the right people, we talk to them in the right place and engage them in real situations where possible. The closer we get to them and their real life, the better we understand their behavior.