Fighting habit

• Using open, non-standardized methodologies, selected according to the problem to be solved.

Promoting soft disruption

Detecting what underlies a representation or contradiction.

• conflict in group discussions
• observation immediately consecutive to a group in order to assess the congruence between acts and words and to detect deceptions and understand the real outstanding fact.

To update practices inspired from ethnographic observation

• joint research: the consumer is involved in the research and interviews or films others around him
• experiential research: the consumer is immersed in practices to the extent of forgetting the research setting

To effectively capitalize on consumer knowledge

• Compiling a memory-bank of results.

For the client to appropriate results optimally

• Understanding consumer realities in both their rational and emotional dimensions