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Holistic Approach to Understanding So You Can Better Connect With Your Customers


Since we launched back in 2000, we have stayed true to a simple philosophy: to understand how people feel about your product or service, you must first understand them as people.

Specifically, we believe that:

1. People’s lives cannot possibly be understood through only one lens

People are complicated and are more than just buyers of your stuff.  We take an immersive, multi-lens approach to help us truly understand underlying customer motivations, attitudes and beliefs.  Armed with this insight, we are better able to help you untangle even the most complex business problems.

2. Real human insight is derived from the ‘why’s' not just the ‘what’s’

Connell Group was founded on the premise that research should be in service of our client’s business and brand challenges and goals.  We don’t believe in costly fishing expeditions that ‘dump data’ on our clients.  We design intentional research that is focused on your specific challenge or opportunity – and we ensure that we’ll get you actionable insight that not only tells you what your customers think or feel – but why they think or feel that way.  In our experience, the richest insights are almost always within the ‘why’s’ rather than on the surface level.

3. Synthesizing insight into an action plan takes expertise and experience

Although our research is centered on the people you serve, our engagements are centered on helping your brand move forward.   We know what it takes to triangulate between human insight, business mandates and operational realities.  We help you to build the right research plan, extract input from your cross-functional team and enroll them in the resulting insights so that there is ownership and commitment to the resulting action plan.  Ultimately, we don’t just want you to understand your customers, we want you to better connect with them to drive impact.

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