Conifer is a research and innovation consultancy.

The consumer and end user is at the heart of all research. In order to stay relevant and successful, brands and the leaders that drive them need to understand their consumers from every angle. As researchers, our mission is to uncover what makes these consumers tick, how they use and feel about various products or services, what they desire, and most importantly, we try to uncover the gaps and determine how to fill their unmet needs and find actionable insights.

“It’s a dangerous business, Frodo, going out your door. You step onto the road, and if you don’t keep your feet, there’s no knowing where you might be swept off to.”

― Bilbo Baggins (The Lord of the Rings)

All experiences in life, whether the perilous journey from The Shire to Mount Doom, or the casual trip to the corner coffeeshop, contain a multitude of tiny interactions and complexities. Businesses seeking understanding of these experiences (internal or external) often find the prospect of investigating/organizing the many potential pathways daunting. Indeed, for "dangerous business" like this, we like to turn to a higher authority... 

In a perfect world, brands would have unlimited resources including the time and money to design for and market to the whole population of potential buyers. With their own set of unlimited resources, ethnographers would set up camp in consumers’ homes for weeks at a time, collecting data on the minutiae of domestic life to create the richest data set. Unfortunately (or perhaps, fortunately), resources are not unlimited. Market Segmentation is often the best research answer to carving up the population into more manageable pieces in order to simplify the world of a company's audience. However, quantitative-only market segmentation often falls short of the hopes and dreams of teams when it comes to acting on the insights: oversimplification without accounting for the missing human elements.