Qualitative research that pulls consumer truth into focus.
Focus groups, in-depth interviews, and insights for brands that need to understand the why — with an expert deeply involved at every step, from research design to final story. Two decades. 3,000+ consumer conversations. And counting.
Research designed around the decision you need to make.
Every engagement is 100% custom-built, from agile single-phase studies to multi-phase initiatives, for established and upstart brands alike.
Brand & category positioning
Find the territory your brand can own, and the language consumers already use for it.
Innovation & concept evaluation
Pressure-test ideas early, so you invest in the concepts consumers will actually choose.
Segmentation development
Know exactly who your growth consumer is, what moves them, and how to reach them.
Consumer ethnographies
See your category through your consumer's eyes, in their world instead of a conference room.
UX feedback & product refinement
Iterative consumer input that sharpens product and experience before launch.
Quant-qual hybrids
The scale of survey data with the depth of conversation, in one integrated story.
Behavioral science research
Go past what consumers say to why they do: habits, heuristics, and the unconscious drivers behind choice.
Campaign activation
Pressure-test messaging and creative with the consumers it has to move, before media dollars commit.
Taste testing & sensory
From first formulations to launch validation: blinded evaluation, refinement of existing products, and benchmarking against the competition.
Proof, not promises.
(Some of it 0.0% ABV.)
Building a brand's DNA from the founder out.
Launch a 0.0% beer with authentic character in a crowded, fast-growing NA category, with every brand decision consumer-backed before market.
A year-long research program in four streams, qualitative and quantitative, from foundation to final validation. Detailed below.
Within its first year on shelves: the #1-selling non-alcoholic beer on Amazon, nearly $10M in revenue, and 4,000+ retail doors including Target and Total Wine.
Brand Pillar Development
1-on-1 sessions with Tom Holland and the people who know him best, translating personal character, values, and vision into brand pillars the entire team could build on.
NA Category Landscape
An n=1,054 quantitative survey of current and curious NA drinkers across the sobriety spectrum mapped pricing, occasions, and attributes to position BERO before a single can was designed.
Iterative Design Panel
An 84-consumer qualitative panel delivered round-after-round feedback on naming, packaging, and design concepts. Every creative decision was consumer-tested before it shipped.
Blinded Taste Testing
In-person, late-stage blind taste tests of 14 NA beer offerings sharpened the liquid and validated the three SKUs that launched the brand.
“The creative approach towards qual and quant solutions drove decision making and confidence in our direction building the BERO brand. To my friends in CPG I strongly recommend working with Nick.”
“We learned so much about the category and our consumer and we couldn't have done it without you!”
Client Spotlight:
Brand Deep Dive + Packaging Strategy
Portfolio Optimization & Lifestyle Deep Dive
Target Consumer / Growth-Segment Illumination
Communications & Messaging Resonance
Deeply involved, every step.
Non-directive interviewing
Consumers reveal more when they aren't led. Projective exercises and open techniques surface the truths a direct question can't reach.
Adaptive in the moment
When a trend emerges mid-session, the discussion follows it — your objectives stay covered, but discoveries don't get left on the table.
Custom-designed research
No recycled discussion guides. Every detail is built around your objectives and your decision.
From fieldwork to findings
The same mind that guides the sessions shapes the analysis and the final story. Nothing gets lost in translation.
Smart with time & budget
Bespoke research can still run lean. Every design respects your timeline and puts budget where it changes the answer.
In their own words.
It's not an understatement to say that the output of Nick's process is the very foundation that we are building our entire business on… One moment that stands out is after a 60-minute interview with a customer, our customer emailed us to say “wow, Nick is really good at his job.” We couldn't agree more.
Utilizing Nick for our qualitative customer research was hands down the best investment we made this year… we are grateful to have Nick as our secret weapon.
Nick brings a sharp, thoughtful approach to qualitative research. His ability to distill complex insights into clear, actionable takeaways has been incredibly valuable. Super thoughtful, easy to work with, and always delivers.
NickKimminau
A highly skilled and seasoned researcher, Nick has pioneered innovative approaches for a wide variety of Fortune 500 companies, moderated numerous award-winning concept-development and product-design studies, and led groundbreaking ethnographies for clients focused on consumer-centricity.
Nick is based in Pittsburgh, PA — and works wherever your consumers are.
Let's collaborate.
Tell me about the decision you're trying to make, and I'll tell you how research can get you there.
Start a conversation