thinktank is committed to great research.
What is great research?
Great research reveals the unobvious and the unexpected, with a perspective grounded in the past, conducted in the present, and looking towards the future. Rather than a microcosm of the laboratory, it has a relationship to the larger world, with findings that are actionable and predictive. Thus, great research is not just the voice of the consumer, but an understanding of how the consumer thinks and behaves in relationship to people, products, environments, communities and the world.
This is why thinktank takes an interdisciplinary approach. In addition to its internal research capabilities, we like to partner with specialists in psychology, journalism, filmmaking, sociology, design and other related arenas. On the client side, we believe it’s important to listen and work with a variety of stakeholders—whether they’re marketers, programmers, designers, executives, or in the areas of sales, advertising, PR or finance.
How is great research executed?
Great research begins with understanding the industry, situation, or product. This is particularly important for creative mediums such as videogames or television, where respect for the artistic process needs to be balanced with recognition of the business environment. From there, it’s important to have a clear comprehension of goals, objectives, and deliverables. In many cases, this means going beyond traditional research methodologies and utilizing new approaches that provide a deeper and engaging view.
Whatever the methodology, it needs to be appropriate for the task and executed flawlessly. In most cases, this takes an experienced researcher who understands the subtle (and sometimes not so subtle) points of questionnaire design, moderation and analysis. Additionally, research needs to be aligned with the client’s budgets, timelines, and product life cycles. Project management and communication must be timely and responsive. Final debriefing and presentations must be clear, concise, and actionable, focused on the client’s needs and learning styles.
At thinktank, we’ve deployed hundreds of surveys, focus groups, and other research projects. We’ve partnered on innovative, cutting edge research and consistently search for new methodologies. Our founder was trained as an artist and critical thinker, and understands the creative process. In the past, our internal clients have ranged from C level executives to graphic designers. Finally, we rely on a proven, proprietary method that integrates research into the marketing and development process.
Why do great research?
Quite simply, great research works. At a time when product development and marketing budgets can exceed tens of millions of dollars, it’s a cost effective investment to ensure that your product, launch or service is successful.
We admit—exceptions exist. Not everything can be researched. Many products can be successful without research (leading to a belief that research isn’t necessary) and others are successful in spite of research that predicted otherwise (often due to poor research execution).
Why thinktank?
First, we love research. To us, research helps explain how the world works, how we relate, and why we’re here in the first place (or at least why we’re never too full for dessert). We’re passionate about working with clients (who we consider partners) who are equally passionate about the dreams, worlds, and products they’re creating.
And quite frankly, we’re good at what we do. thinktank was founded after realizing there must be a better way to do research, especially around the areas of gaming, technology, entertainment and media. Founder Robin Boyar brings 15 years of research experience working in these arenas. Recently, she spent several years leading and executing consumer research at one of the world’s largest entertainment companies. She evaluated research vendors and methodologies in such diverse arenas as gaming, internet, television, music, and movies, finding the best processes, organizations and people.
In conclusion
thinktank combines the best of both worlds—an internal expertise in planning, project management and consumer research, as well as the opportunity to integrate additional specialists as needed. This leads to a customized, holistic, interdisciplinary approach that results in real world success.