Conifer Research

About

Conifer is a research and innovation consultancy that specializes in blending ethnographic and design research techniques to generate insights that can shift perspectives. The firm is dedicated to exploring the complexities of human behavior and decision-making, aiming to uncover the underlying needs and motivations of individuals. By employing a unique approach that combines creativity with scientific rigor, Conifer seeks to provide clients with actionable insights that can drive innovation and business growth.

At the core of Conifer's methodology is a commitment to custom and creative research. The consultancy recognizes that each project is unique and requires a tailored approach. This philosophy ensures that the insights generated are not only relevant but also deeply rooted in the real lives of the people that clients aim to engage. By prioritizing creativity in their research processes, Conifer is able to deliver findings that resonate on a human level, fostering a deeper understanding of target audiences.

Conifer's human-centered approach is characterized by a relentless pursuit of the "why." The consultancy aims to humanize the innovation process by delving into the beliefs, behaviors, and decisions of individuals. This focus on understanding the human experience allows Conifer to help clients align their business strategies with the needs and desires of real people. By advocating for a human-centered perspective, Conifer empowers organizations to make informed decisions that are grounded in empathy and understanding.

The consultancy's research is not only insightful but also pragmatic. Conifer emphasizes the importance of providing focused and feasible recommendations that are informed by data. This approach ensures that the insights generated are actionable and that internal teams can confidently move forward with their strategies. By keeping business and stakeholder needs at the forefront, Conifer helps clients navigate the complexities of their respective markets with clarity and purpose.

Conifer supports client teams across various functions, including insights, innovation, design, and marketing. The consultancy offers a diverse range of project types, each designed to address specific strategic needs. Whether clients are looking to anticipate future trends, identify new opportunities, advance concepts, or refine go-to-market strategies, Conifer has the expertise to guide them through the process.

The foundational projects offered by Conifer provide clients with a comprehensive understanding of their market landscape. By gaining a holistic view, teams can draw insights that will inform their strategies for years to come. This foundational knowledge serves as a critical resource for organizations seeking to navigate the complexities of their industries.

Evaluative projects focus on assessing the viability and desirability of experiences, concepts, and prototypes. By conducting thorough evaluations, Conifer helps clients understand what works and what doesn’t, enabling them to iterate effectively and launch successful products. This evaluative approach is essential for organizations looking to refine their offerings and ensure they meet the needs of their target audiences.

Generative projects are designed to uncover user needs and inspire new ideas. By engaging in generative research, Conifer helps clients fill their innovation pipelines with fresh concepts that address real-world challenges. This process of discovery is vital for organizations seeking to stay ahead of the curve and drive meaningful change within their markets.

For clients who require rapid insights, Conifer offers accelerator programs that propel teams forward in short, targeted sprints. These agile programs are designed to provide focused learning and facilitation goals, allowing organizations to move quickly while still gaining valuable insights. This flexibility is particularly beneficial in today’s fast-paced business environment, where the ability to adapt and respond to changing circumstances is crucial.

Conifer's expertise extends across a wide range of industries, reflecting the consultancy's versatility and depth of knowledge. The firm has collaborated with clients in sectors such as retail, healthcare, technology, media, consumer goods, automotive, finance, insurance, education, lifestyle, hospitality, workplace, and travel. This diverse experience enables Conifer to draw on a wealth of insights and best practices, ensuring that their research is relevant and impactful across various contexts.

The consultancy employs a variety of qualitative research methods to gather insights. These methods include in-depth ethnographic interviews, observation, retail and shop-alongs, remote research, co-creation, pipeline development, concept screening, in-context prototype testing, and deprivation-based research. By utilizing these diverse techniques, Conifer is able to capture a rich tapestry of human experiences and translate them into actionable insights.

Conifer's commitment to understanding the everyday lives of people is evident in their approach to research. The consultancy recognizes that to drive innovation, it is essential to connect with the realities of customers, workers, and end-users. This focus on real-world experiences allows Conifer to deliver insights that are not only relevant but also deeply resonant with the target audience.

In addition to their research capabilities, Conifer also emphasizes the importance of frameworks in guiding business success. The consultancy likens navigating modern business challenges to a dance, where strategic choreography is essential for success. By providing clients with structured frameworks, Conifer helps teams feel more confident in their decision-making processes, enabling them to navigate uncertainty with clarity and purpose.

Conifer's thought leadership is reflected in their recent publications, which explore various aspects of research and innovation. Topics such as the benefits of deprivation studies in brand research and the value of frameworks during turbulent times highlight the consultancy's commitment to sharing knowledge and insights with the broader community. These resources serve as valuable tools for organizations seeking to enhance their understanding of research methodologies and their application in real-world scenarios.

In summary, Conifer is a research and innovation consultancy that stands out for its unique blend of ethnographic and design research techniques. With a focus on custom, creative, and human-centered approaches, Conifer delivers actionable insights that empower organizations to drive innovation and growth. Their diverse project offerings, combined with a commitment to understanding the complexities of human behavior, position Conifer as a valuable partner for organizations across various industries. Through their rigorous research methods and thought leadership, Conifer continues to shape the future of research and innovation, helping clients navigate the ever-evolving landscape of their markets.