Perspective Shifting Insights

Conifer Research is a multi-disciplinary team of design researchers. We blend research, strategy and design methods to develop perspective-shifting insights that move innovation and insights teams forward.

Through an ethnographic approach to research, we deliver practical and actionable insights to help teams better connect with the everyday lives of people they hope to engage – customers, workers, and end-users. We specialize in qualitative research methods: including in-depth ethnographic interviews, observation, retail and shop-alongs, remote research, co-creation, pipeline development, concept screening, in-context prototype testing and iteration, and deprivation-based research.

PROJECT TYPES: Our projects are custom-built to adapt to teams who may need marathons (foundational or longitudinal views into consumer behavior, customer journey or user segmentation) or faster sprints (quick context and inspiration to move teams forward).

- PROJECTIVE: Pave the future to explore future states and fuzzy Front End Innovation

- FOUNDATIONAL: Fill the well of knowledge with a holistic understanding ofa landscape for teams to draw insight from for years to come

- GENERATIVE: Inspire new concepts by uncovering user needs and inspiring new ideas to fill innovation pipelines

- COMMUNICATIVE: Bring specific audiences to life to inform effective marketing and communication strategies

- EVALUATIVE: Assess the effectiveness of concepts and prototypes against key metrics to inform future iteration and scaling of ideas

- ACCELERATORS: Gain focused momentum through agile accelerated programs to propel teams forward in short, targeted sprints

$100 - $149 / hr
10 - 49
Show all +
Chicago, IL
  • 67 E Madison St, Suite 1900
    Chicago, IL 60603
    United States


Key clients: 

McDonalds, Sonos, PepsiCo, Samsung, Lowe's, CarMax, Discover, Google, Amgen, Georgia-Pacific, Cigna, SunLife


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Research and Planning for Sound Company

“They brought a high level of coordination and organization to the entire body of the work.”

Willing to refer: 
The Project
Dec. 2018 - July 2019
Project summary: 

Conifer Research managed market research and exploration ahead of an expansion initiative for a sound company. They provided prototypes, reports with user insights, and video assets to explain the process.

The Reviewer
1001-10,000 Employees
Former Creative Director, Consumer Electronics Company
The Review
Feedback summary: 

Expectations for the project were clear, and Conifer Research delivered according to requirements. They were communicative, nimble, and creative, and they found creative solutions to the issues at hand. They were accommodating, and they aimed to please stakeholders with a variety of needs.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.


Introduce your business and what you do there.

We are essentially a sound company. We are expanding our focus from home systems to broader applications of our products. I was a creative director on our team when I worked with Conifer.


What challenge were you trying to address with Conifer Research?

Our group was exploring potential future adjacencies and domains, and was considering our product roadmap for the next three to five years. We hired Conifer to help with future product exploration.


What was the scope of their involvement?

They helped us vet a few concepts within specific domains, and they conducted research to narrow in on concepts and user needs within certain spaces. Based on that research, we chose areas to focus on and improve our content development. This project went through multiple explorations for several months, and there were many deliverables along the way. Some of the projects called for prototypes, and each step came with a report with user insights and recommendations for next steps. Conifer also created videos and other content that we could use to help convey our experiences to the wider organization.

What is the team composition?

We worked with about three researchers and an A/V lead. There were also several team members behind the scenes.

How did you come to work with Conifer Research?

They worked with us previously, before I joined the company. Based on that existing relationship, we decided to hire them.

What is the status of this engagement?

This particular project began in the middle of 2018 and ended in July 2019.


What evidence can you share that demonstrates the impact of the engagement?

We had clear expectations for deliverables. Every few months, they delivered a new set of data.

How did Conifer Research perform from a project management standpoint?

Their project management was tight. They brought a high level of coordination and organization to the entire body of the work. We had open conversations, and they delivered what we expected for every round.

What did you find most impressive about them?

Their ability to think outside the box and be nimble stood out. They brainstormed and were involved in the work, which allowed them to find creative ways to get at the answers we wanted.

Are there any areas they could improve?

A lot of information came to them from various stakeholders, and it wasn't always easy to manage all the expectations and please everyone. I wouldn't say that was something they should improve, but we will revisit our process and come up with a better plan of action when we work together again.

Do you have any advice for potential customers?

Be as transparent and open as possible. If you're unsure of the best approach, work with them and have them help you shape the work. If you feel very strongly about certain protocols, let them know. They will accommodate you.

Overall Score They were fantastic partners and were extremely collaborative.
  • 5.0 Scheduling
    They hit every single deadline, even when we expedited some of our timelines.
  • 5.0 Cost
    Value / within estimates
    I wasn't involved in the financial side of this collaboration.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer