•Consistently provided clear, "what do we do next?" advice instead of vague, soft-pedaled conclusions without obvious application to your organization or task?•Told you to save your budget, and then re-worked data from past studies and secondary sources to successfully answer a new research question?•Came to you unsolicited with a fresh idea - or simply passed-along an article or tidbit they thought you might enjoy or find relevant?•Used consumer data to respectfully challenge a planned decision as not being in your organization's own best interest?•Left you thinking about them as a really valuable asset - or even a competitive advantage-to you and your business?
When was the last time one of your suppliers…
In short, do you keep hiring research suppliers hoping for a smart, fully vested research partner but instead find yourself repeatedly working with something less impressive?If your Mystery Date is always a Dud and never a Dream, it's probably time to give us a call.
Since 1995, we have been providing our national roster of clients with top-notch consumer insights into their businesses and organizations (hence our subtle name). Even better, we have built our broad base of clients and industries almost entirely by referrals from satisfied customers. And every new category we have entered has made us smarter across the other categories we research. Our clients gain from this cross-fertilization of ideas as we apply fresh thinking to all of our accounts.Our best clients use us as their adjunct research departments, providing us an opportunity to engage in a deeper relationship with their organization and people. From that depth comes even sharper, on-target support - both in terms of formal study recommendations as well as informal consulting and advice between studies.Stalk our staff online here. Explore our amazing client list here. Read what those amazing clients are saying about us here. Then, give us a call for a more personal introduction or request a quote.
"Everyone at Consumer Insights is a pleasure to work with. They are a closely knit and passionate group, and it shows in their work. If I can’t get hold of my primary contact for the project,someone is always there to offer a hand."
"I associate CI's creativity to a well-constructed building. Their foundation is the great team of professionals - each one brings to the table their own expertise, their own special "texture" as the mortar that holds the building together. Their frame is made up of customized, innovative methodologies, tested, yet unique, allowing the client the ability to "add", "remove" and "shift" walls to address their specific needs. The protective cover for all this is a quality "roof" -- The Report. This is where CI truly outshines any other vendor I've worked with! Their reports are filled with keen consumer insights, actionable recommendations and highly engaging presentation style fit for audiences at all levels."
"Consumer Insights is wonderful to work with and I know the results we get are going to be reliable and sound. The team is creative and able to customize presentations for a given audience. They also are able to analyze and synthesize data to answer any question that arises. From a research standpoint, that is key! Highly recommended."
“Karl and his team are always the first call for uswhen we need research help... smart, efficient, offer actionable insights, and they get things done when they say they will.”
-Brian SampselManager of Testing and AnalysisEXPRESS
“The team at Consumer Insights has been a valued partner to EXPRESS for the past several years. Their ability to relate to our target audience and get inside their minds has given us invaluable understanding of our shopper’s emotions and motivations. Consumer Insights has contributed to a number of our initiatives and provided significant value to the business. I look forward to our continued partnership in the future and the insights to be gained.”
Here's a refreshing change of pace. Scan most market research company sites and you'll see what looks like a variety of never-before-invented tools with clever trademarked names, such as SatisfactionAnalyzer3000™ or VerbatimTranslaterPlus™. You won't see a single trademarked analytical tool from Consumer Insights on this site-not because we don't use some of the most sophisticated analytical methodologies available - we do, all the time. And not because we don't continue to educate ourselves on the newest techniques and technologies that can be applied to market research - again, we do that on a regular basis.Rather, we shun trademarks and clever names for our tools because although these may seem like space-aged breakthroughs to a less geeky individual like you, we research geeks have never seen one of these "proprietary" tools that was truly unique to the statistical world. Multiple regression, discriminant analysis, factor analysis, cluster analysis, CHAID analysis-you name it-are all well-established techniques available to any research team with the proper software and training. We own the tools, we have the training, and we use the most appropriate techniques on every project - sans the irritating trademarks (and associated bloated pricing).Our data collection techniques range from uber-qualitative to uber-quantitative-but always match exactly what our clients need to accurately answer their consumer-related questions. If you don't see it listed, just ask. We're always adding new tools to our box.
why consumer insights is the leafcutter ant of research: a silly analysis
Can lift 50 times their weight
Will defend the colony to the death
Can strip an entire tree in a day
Tasks well defined by individual makes the colony run very efficiently
Combine forces to carry large items back to the colony
Chew up bland leaves and use as compost to grow favorite food--mushrooms
Use all senses effectively to navigatewithin the dark confines of the colony and out in the surrounding rain forest
Out-thinks and out-analyzes much larger competitors
Seeks insights to protect our clients' loyal customers from every possible market threat
Always excited to solve our clients' new market challenges - laugh in the face of ridiculous deadlines
Good planning, top-notch tools, and strong network of subsuppliers keep projects on task and in budget
Works with clients to bring in and retain highest value customers
Constantly seeking cheaper, faster ways to deliver rich customer insights
Chooses data collection and analytical techniques that bring each client's customers to life in full, relevant detail
Seriously, we respect leafcutter ants because they're no-nonsense, unassuming creatures that accomplish amazing things by working hard and using all of their team resources efficiently. That's how we roll. Ask any of our satisfied customers who often choose us over larger and flashier competitors.
Karl Schmidt, founder and President of Consumer Insights, has extensive background in designing and implementing market research studies and works actively with all of his firm's clients. His primary focus has always been to provide strategically sound, highly actionable input to client decisions based on well-designed, well-executed, and properly analyzed market research. Karl’s experience in both qualitative and quantitative methodologies allows him to design studies that harness the strength of both types of research.
On the qualitative side, Karl is a highly experienced moderator, and has assisted his clients with innumerable focus groups on concept development and creative refinement. He runs high energy, fun focus groups that nonetheless maintain tight focus on the clients' objectives. His quantitative surveys are easily identifiable by their use of “real” consumer language and inclusion of tactile exercises designed to keep the respondents’ minds on topic--with minimal focus on navigating the questionnaire. As a result, his research extracts the nuances that ultimately lead his clients to accurate, insightful decision making.Karl, his wife Karen, and daughters Chelsea and Kristi are avidtravelers and campers. Consequently, he spends much of his spare timeplanning his family’s next adventure-- or pawing through thousands of poorly-catalogued digital pics from their last trip, trying to find that “reallygreat shot” he never gets around to printing and framing
Karl SchmidtPresident and FounderFocus Group ModeratorMain Stats GuyEducationMBA, Oakland UniversityBA, Advertising,Michigan State UniversityPast LivesStander Research AssociatesChevroletLeo BurnettOther LivesAdjunct Instructor,Oakland UniversitySBATrusteeTroy Board of EducationCurrently ReadingCanadaLittle Known FactAmateur entomologistNow PlayingThe Black KeysFun.
Melanie Sorlien, Project Manager/Controller has been with Consumer Insights, Inc. since its incorporation and has continued to play a critical role in the success of the company. Melanie's primary responsibility is to assist project directors on a wide variety of projects, including questionnaire and screener development, field supervision, quality control, and all logistics. Functioning as the firm’s controller, she assists staff, suppliers, and clients with all financial issues including proposals, invoicing, and payments. Melanie is a professional who has mastered each of the fundamental components of research design and execution through a series of progressively responsible positions. She joined the staff of Detroit area firm Stander Research Associates upon completing her B.A. from Marygrove College. Over the course of her tenure there, Melanie managed field interviewing, supervised the phone room, and designed and implemented a new data processing system that brought the function in-house for the first time. Subsequently, she assumed responsibilities as project coordinator on all types of studies for major clients. Melanie has over twenty years of market research experience.Melanie spends most of her free time sitting on bleachers watching her 16 year old son, Kurtis, play high school basketball and baseball. Never a dull moment from a fan’s perspective!
Melanie SorlienCompany ControllerProject ManagerPaycheck SignerRice Krispy Treat MakerEducationBA, Marygrove CollegePast LifeStander Research AssociatesOther LivesRuler of son and dogLittle Known FactDangerous after the first cup of coffeeCurrently ReadingThe Hunger GamesNow Playing99.5 WYCD
Kristin Schreck, Research Analyst, has been with Consumer Insights since 2001. Kris manages both quantitative and qualitative studies, steering projects from initial study design through analysis. With an emphasis in tracking study management, Kris is detailed and skilled in identifying trends in longitudinal data - and telling clients' stories through smart, targeted analysis and reporting. Kris holds a multi-faceted position at CI, often providing support on any number of research functions: questionnaire/screener development, web survey programming, fieldwork supervision, and analysis and reporting.Prior to joining Consumer Insights, Kris was Senior Planning Analyst at Leo Burnett Detroit, where she managed primary advertising research in such areas as target market refinement, concept development, copytesting, and in-market evaluation. Kris began her research career as an analyst with Yee/Minard & Associates, where she worked primarily on insurance, automotive, and advertising research. Kris has seventeen years of market research experience. Kris and her husband, Andrew, live in Rochester Hills with their two kids.Family time, hiking trails, photography, and Detroit Tigers baseball top her list of favorite things.
Kristin SchreckResearch AnalystPinch HitterEducationBA, English, Western Michigan UniversityPast LifeLeo BurnettYee/Minard & AssociatesLittle Known FactCI Voicemail PersonalityCurrently ReadingThe Book Thief, by Markus ZusakNow Playing97.1, Detroit Tigers Radio NetworkThis American Life PodcastJanssen upright piano, c.1979
John Doyle, Senior Project Director, has twelve years of market reserach experience working with a broad mix of clients from a variety of industries. John consistently focuses on helping his clients better understand their target market and identify the most effective ways of communicating relevant, compelling ideas to that target.His experience includes managing projects and designing comprehensive research methodologies that effectively address specific client needs via methodologies such as target segmentation, anthropological exploration, and decision-making studies. John is a strong moderator, with extensive experience conducting several hundred focus groups with respondents ranging from teenagers to C-Level executives at Fortune 500 companies, consisting of one-on-one interviews to groups as large as fifteen respondents. John’s experience is multi-disciplinary and includes positions at Campbell-Ewald Advertising and the Chicago Board of Trade.John’s passion for college football borders on being unhealthy. While he believes himself to be a loving and patient father, his six-year-old daughter described him as a “raving lunatic” as she witnessed him watch a tense Michigan State game last fall.
John DoyleSenior Project DirectorFocus Group ModeratorBringer of Life to DataEducationBS, Political Science,Michigan State UniversityPast LivesCampbell-Ewald AdvertisingChicago Board of TradeLittle Known FactKing of the $1 WagerCurrently ReadingThe Legend of Mackinac IslandNow PlayingGotye
Kristopher Gauthier, Project Director, joined Consumer Insights full-time in 2009. Kristopher’s position involves him in all steps of the research process, from design to analysis. He has a broad educational background in a variety of research designs, with a focus on research methodology and multi-variate quantitative analysis. Additionally, Kristopher has taken on the role of programmer for online quantitative studies. His strong quantitative skills can help to reveal information hidden in data.With a background in teaching at the collegiate level, he is capable of explaining complex statistical and research techniques in terms easily understood by those with little or no research experience. Using advanced analytical techniques such as multiple regression, factor analysis, and ANOVA in prior research, he can work with a variety of statistics to find the information clients need. He has been published using the five-factor model of personality (NEO) tool. Kristopher and his wife, Lucy, recently purchased their first home together in Royal Oak (great spot for the Woodward Dream Cruise). Most weekends he can be found working on bringing the house out of the 1960’s and into the modern world.
Kristopher GauthierProject DirectorFocus Group ModeratorWeb programmerQuant guyChanger of office water jugsEducationM.A. Experimental Psychology, Wake Forest UniversityB.A. Psychology, Albion CollegePast LivesTeaching Assistant Research Methodology,Wake Forest UniversityOther LivesRenovating a 1960’s Cape Cod, top to bottomTech nerdLittle Known FactPlayed competitive baseball on three continentsCurrently ReadingComplete Sherlock HolmesNow PlayingMetricLupe Fiasco
Ian Anderson, Project Coordinator, joined Consumer Insights in 2011 as an analyst, with experience from the fast-paced world of client service. During his M.A. program at Oakland University, Ian worked as an intern for Conway MacKenzie, a Detroit-area turnaround firm. Ian managed a Loss Prevention team at Target, ensuring that the logistical processes of protecting corporation assets had been met. As an adjunct instructor at Oakland Community College, Ian teaches Composition, showing students the value of accurate and descriptive communication through writing. Since joining the Consumer Insights team, Ian has managed field technicians and overseen research projects. Ian holds a B.A. from Oakland University, where he majored in English and minored in History.Ian and his wife Mandy recently became first-time parents. Born in March of 2012, Gregory James Anderson is the newest addition to the Anderson family. Ian and Mandy enjoy spending time reading to Gregory and taking him for stroller rides with their rescued Labrador-Husky-Malamute mix.
Ian AndersonProject CoordinatorGlowing New FatherEducationBA, English, Oakland UniversityMA, English, Oakland UniversityOther LivesAdjunct instructor at Oakland Community CollegeLittle Known FactAmature musicianCurrently ReadingThe Crying of Lot 49Now PlayingMinus The Bear
Arizona Public ServiceBritish Columbia HydroelectricCommonwealth EdisonConsumers EnergyDTE EnergyFlorida Power and LightGeorgia PowerHouston Lighting & PowerLong Island Lighting CompanyL.A. Dept. of Lighting & PowerPacific Gas and ElectricPennsylvania Power and LightPotomac Electric Power Co.San Diego Gas & ElectricSacramento Municipal Utility DistrictSouthern California Edison
AlltelAmerican Home ShieldCFI Group USACSCDetroit Metro Convention and Visitors BureauExpedia.comFullTilt.comInternational Snowmobile Manufacturers AssociationMatch.comOrlando Visitors and Convention BureauThe Polk CompanyRaytheon TrainingServiceMasterVisual Services, Inc.VonageYellow Roadway Corporation
Belle TireCarpet One/Flooring AmericaEXPRESSGB Merchant PartnersJames Avery JewleryK-Mart CorporationMacy's Department StoresPier 1 ImportsRadioShackTip Top Tailors (Canada)Tractor Supply CompanyWireless ToyzZiebart International
Lajitas, Texas (Luxury Vacation Home Community)
Columbus Zoo & AquariumCommon Ground SanctuarySt. John The Evangelist ParishSt. Anastasia ParishOur Lady Star of the Sea ParishTroy School District- Troy, Michigan
The Columbus Dispatch CompanyThe Detroit NewsDetroit Free PressNational Television Book Company
Barbara Ann Karmanos Cancer InstituteCedars Sinai Medical CenterDetroit Medical CenterFairbanks Memorial HospitalHenry Ford Health SystemKings Daughters Medical CenterPhoenix Children's HospitalUniversity of Michigan Health Systems
U.S. NavyU.S. Postal ServiceChicago Department of AviationChicago Housing AuthorityCalifornia Electric Transportation CoalitionCalifornia Energy CommissionGross Isle Township, MIWashington State Department of Health
Bank of Ann ArborBank OneComericaFarmers InsuranceFord Motor CreditGMAC/GM CardLincoln Financial GroupNational City Bank
BASF AutomotiveDow Chemical CompanyConocoPhillipsBP/Castrol
American Honda Motor CompanyBuick Motor DivisionCadillac Motor Car DivisionChevrolet Motor DivisionDelphi AutomotiveDodgeFord Motor CompanyGM Corporate ResearchGM Advanced Tech. VehiclesGM of Canada Ltd.GM Service Parts OrganizationInfinitiJaguarLear CorporationLincoln-MercuryMichelin brandsNissan North AmericaOldsmobileOnStarPontiac-GMC DivisionSaturn Corporation
Allen & GerritsenArnold WorldwideBBDO DetroitBerlineCampbell-EwaldCole & WebberDMBB/chemistriDigitasDoner AdvertisingGoodby, Silverstein & PartnersGSD&M AdvertisingHass MS&LJ Walter ThompsonJankowski Co.John Bailey & AssociatesLeo Burnett WorldwideLowe WorldwideMcCann Erickson AdvertisingMoroch Leo Burnett USAMullen/Frank about WomenPerich and PartnersPhinney BischoffPublicis & Hal RineyStorandt Pann MargolisSussman SikesTrio CommunicationsWestWayne/22 SquaredWhitehorse InteractiveWong, Doody, Crandall, Wiener
Our facility was designed by one of the most experienced moderators in the country and every aspect of the facility was designed from the ground up to maximize moderator comfort and efficiency.
- 2-tiered lighting with dimming provides brightness of fluorescents with warmth of incandescents.- Incandescents provide additional "spotlighting" on concepts presented via perimeter railing.- Use of incandescents alone with dimmer provide reduced lighting when using LCD projector for presentations or web site evaluations.- Leather seating to maintain upscale, clean environment.- Swivel and height adjustment for all respondents increases respondent comfort, relaxation, and ability to easily reposition to view concepts, video, etc. stationed anywhere in the room.
- Sturdy, height adjustable easel with new markers provided at the start of each group.- Use of Post-It chartpads to allow easy pull-and-stick capability anywhere in the room.- Presentation rails are positioned higher than typical to provide a clear line of sight for all respondents, regardless of their placement at the table.- Wired and wireless Internet access.
Our focus group facility was designed by a moderator, with a moderator in mind.
- 2-foot insulation blanket in the ceiling, insulated walls, and double-glass mirror maximizes soundproofing between viewing room and participant room.- Thermostat located within reach of the moderator runs independently from viewing room, providing optimal temperature for participant room without impacting comfort of clients.
If you have questions, or would like more information, please contact us. Consumer Insights, Inc. 5455 Corporate Drive, Suite 120Troy, Michigan 48098Toll-free: (866) 952-1600 Local: (248) 952-1600 Fax: (248) 952-1883To request a quote, please email us at firstname.lastname@example.org.
Are you interested in participating?Consumer Insights maintains a local database of Metro Detroiters and we occasionally call upon them to participate in a variety of studies.Past participants consistently comment that it is rewarding to share their opinions and explore a topic in depth with us, while meeting new people and being introduced to new topics at the same time.
Past participants consistently comment that it is rewarding to share their opinions and explore a topic in depth with us, while meeting new people and being introduced to new topics at the same time.The link below will take you to Focuscope, Inc., a Chicago research partner thatcoordinates and manages our local database. Simply fill out the form on that page and we will welcome you as the newest member of our panel.