Nonfiction Research

Wanna know what happened when our immersive research study revealed that Americans want to sing out loud and even have therapy appointments during their driverless vehicle rides? Vote for our SXSW talk, “How Therapy Secrets & Karaoke Helped Introduce the Zoox Robotaxi”! Nonfiction, nice&frank, and Zoox will take you inside the wild things researchers found and how they led to a revolutionary new strategy and creative platform launch for Amazon's driverless vehicle, Zoox. How to Vote:  1. Make a SXSW account here: https://lnkd.in/gsBSE2k  2. Browse proposals on PanelPicker  3. Cast your vote for our proposal here: https://lnkd.in/egwfkDYv

“I wanted to find a way, for the good of everyone, to bring the street into the conference room. I wanted to resolve those two worlds. That was the tension that drove me as a teenager.” - Gunny, in conversation with Peter Spear for That Business of Meaning

We not only help brands and agencies uncover secret truths they’re after, we also write public reports that answer questions we, as researchers and people, are burning to know — from intimacy in America, to Americans' relationship with the news, to a few new public reports dropping later this year (stay tuned!) Recently on the CMO Podcast with Jim Stengel, we asked Jim what he would choose as the next Nonfiction public report. Take a listen for his answer and let us know what you think we should study next in the comments.

Lindsey shared her perspective when Jim of The CMO Podcast asked about our most meaningful reports. Her answer: The Invisible Weight, a research report and podcast that investigates the darker and more difficult emotions of pregnancy. In order to do that work, Linz explains, she spent time in motherhood classes, sat with doulas, read uncensored social work reports from mothers in pregnancy clinics, and even interviewed her own OBGYN while receiving a pap smear. Along with quantitative data, the report collects the raw voices and stories of pregnant people, uncovering the real breadth of emotion behind the cliché of baby blues. Take a listen.

When Jim Stengel of The CMO Podcast asked about our most impactful work, Gunny recalled our first public report, The Secret Financial Lives of Americans. By speaking with everyone from hedge fund managers to bank robbers, we uncovered hidden truths about how real people feel about money and how the financial industry can better serve them. Take a listen.

Our co-founder Gunny Scarfo and CSO Lindsey Wehking sat down with the incomparable Jim Stengel on The CMO Podcast to talk about the movement to disrupt the $75 billion dollar market research industry, bringing real human emotion into the rooms where business decisions are made. Listen for everything from where the industry goes wrong to the power of question-driven insights.

The world of consumer insights has been lagging behind - offering outdated archetypes like Tommy Technology instead of real depictions of real people. Our Chief of Strategy, Lindsey Wehking, recently suited up and dug deep on the secrets of how far we go to tell their stories.

Our latest public report by Jessica Hoffman (she/her/hers) found that Workplace-Insured Americans are gluing their teeth back on with Walmart glue and silently screaming in bathrooms. Read more about what happens when Americans, even those with employer-sponsored insurance, delay health care. We're grateful to Paytient for commissioning this research.