Obviously, people are the center of all our research, but many of our studies are specifically designed to bring target consumers into tight focus before new products, positioning, or promotional activities are developed: Market segmentation based on demographic, psychographic and and product usage characteristics Ethnographic in-home expeditions Identification of new market niches Assessment of product and service satisfaction Strategies for re-capturing dissatisfied and defected customers Total Quality Management (TQM) studies, including process re-design to improve downstream, upstream, and peer communication with employees and distribution channel members