the Family Room

There are few areas where families' generational shift to collaborative decision making have had greater impact and opened more exciting new opportunities than market research. For most of us in the field, our past orientation has been on understanding and producing insights on the individuals within a family. That's great as far as it goes. But in a world where families' number one decision making style in most categories is some form of collaboration, to stop with an in-depth understanding of moms, or dads, or kids is to stop before you have any real idea how your product gets into families lives. We don't think that's good enough. If you are going to market to kids or families, you must also decode how they make choices, how they resolve disputes, and how these dynamics vary by category. These were precisely the guiding forces that inspired our creation of a whole new set of Highest Common Ground research tools.