RICH INSIGHTS
REAL LIFE TEXTURE
Conifer specializes in deep inquiries into culture and behavior. For nearly a quarter century, we have fielded
in-person and remote research across the US and globally.
We deal with the weirdness and wonder of life.
Conifer navigates complexity using custom, mixed-method approaches that integrate anthropology, psychology, behavioral science, and design.
Mixed Methods to see the whole picture.
Our mixed methods approach unlocks deeper insights by blending the strengths of qualitative and quantitative research. The right integration is both an art and a science. We combine expertise in design, storytelling, business, and culture with advanced data and analytics. Through collaboration and a sharp eye for patterns, we enable in-the-moment iteration and deliver richer, more actionable insights
Our mixed methods approach unlocks deeper insights by blending the strengths of qualitative and quantitative research. The right integration is both an art and a science. We combine expertise in design, storytelling, business, and culture with advanced data and analytics. Through collaboration and a sharp eye for patterns, we enable in-the-moment iteration and deliver richer, more actionable insights
Human-Centered Insights in an AI-Driven World.
At Conifer Research, we believe that AI should augment, not replace the art of deep, human-centered understanding. While machine learning can surface patterns, it takes curiosity, empathy, and critical thinking to interpret the “why” behind behaviors. The future of insights lies in a thoughtful balance—leveraging AI to enhance efficiency while ensuring that research remains rooted in human experiences, emotions, and cultural nuance. Let’s not just collect more data—let’s uncover deeper meaning and drive truly impactful decisions.
Case Studies
PATH-TO-PURCHASE: Understanding dinner solutions and evaluating the meal kit purchasing funnel
A leading meal kit brand faced challenges in driving conversions and improving retention in a crowded market. The team sought to better understand the purchasing funnel, how to communicate the value of meal kits effectively, and the impact of concerns around sourcing, freshness, variety, and portion sizes.
Through remote interviews and a comprehensive path-to-purchase survey with current customers, lapsed users, and rejectors, the project explored dinner solutions more broadly—examining how much time and effort people invest in planning, shopping, and cooking, as well as their expectations of meal kits.
The study revealed key barriers at different stages of the purchasing journey, identifying drop-off points and weaknesses that offered opportunities for targeted improvement. With deeper insight into consumer mindsets—both broadly and within internal segments—the team is now positioned to refine marketing and messaging strategies, correct misconceptions, solve unmet needs, enhance the customer experience, and drive growth.
SEGMENT DEEP-DIVE: Bringing an automotive target customer to life
To successfully launch a new non-premium utility vehicle, one of the Big Three U.S. automakers teamed up with Conifer to better understand a key emerging customer segment. The objective was to uncover what drives this audience—their aspirations, lifestyles, environments, daily activities, and to learn about the types of trips they take.
To explore how these attributes inform the vehicle’s functional, emotional, and social needs, car owners took part in online diary studies, remote interviews, and immersive in-home sessions that included guided car tours.
The insights gathered provided foundational knowledge to define the target customer profile, guide product positioning, and inform the go-to-market strategy, setting the stage for a successful launch and long-term brand resonance as the vehicle advances through production.
PRODUCT INNOVATION: Building and refining an on-the-go beverage product
A global food and beverage company wanted to uncover emerging consumer behaviors around hydration and generate early-stage concepts for alternatives to bottled water. The project aimed to inform front-end innovation efforts and identify whitespace opportunities within the hydration category.
The team conducted ethnographic research that included shadowing participants during fitness activities and shopping trips, in-home interviews, blind taste tests, and an online beverage diary. A deprivation study was also implemented, replacing participants’ preferred water source with an alternative to capture emotional responses. Insights from this work informed a design sprint focused on developing and refining early concepts. Prototypes of filtering, hydration, and beverage products were tested, and a global survey was conducted to define market segmentation.
The initiative produced actionable design criteria and a pipeline of innovation concepts for the company’s brand portfolio. Conifer’s partnership extended into the following year, supporting the development of a new product line through additional research rooted in global consumer insights.
BETA LAUNCH UX TESTING: Evaluating an integrated streaming platform update
A leading streaming platform was looking to test and evaluate the beta launch of its new integrated, multi-service platform design and system architecture to inform future rollouts and guide continued iteration. The streaming service was especially curious about viewers’ reactions to the update: how they navigate, learn, and how the platform can change user engagement.
While many viewers encountered the beta experience organically, all participants were asked to explore the new platform in the week leading up to in-depth interviews. During these sessions, users shared their screens, walked through their experiences, and discussed both standout features and areas of friction.
The research delivered actionable insights to brand, product, and marketing teams—highlighting strengths and gaps in the beta experience, how users adapt to the upgraded interface, and key recommendations to shape the final product and drive adoption.
VIRTUAL-FIRST PRODUCT DEVELOPMENT: Re-examining virtual primary care
A large healthcare organization partnered with Conifer to reimagine how in-person and virtual primary care could work together—enhancing the patient experience while expanding access across their system. Our team set out to understand patient expectations and identify what a truly patient-centered virtual care journey should look like.
While the focus was on patients, the research also included physician perspectives to ensure a well-rounded view of the care experience. Through digital ethnography, self-documentation, and both remote and in-person interviews, the team mapped a comprehensive view of the virtual care journey.
The study uncovered key mental models of primary care and a spectrum of adopter personas. The patient perspective was supported by visualizing an idealized virtual primary care journey. These insights are now guiding the client’s development of technology, service models, and team structures to deliver primary care that is supportive, educational, and built to evolve with patients’ needs for years to come.
OPERATIONS & PRODUCT INNOVATION: Exploring a day in the life of a shift leader
A global fast-food chain set out to uncover the “secret sauce” that makes top-performing shift leaders excel — specifically, how they use internal tools and personalized cues to interpret data and make fast, effective decisions. The ultimate goal was to inspire a tech solution to elevate shift leader performance across the organization.
The research team conducted 12+ in-restaurant immersions, shadowing top-performing and average-performing shift leads across European and American markets. Immersions consisted of observational research, interviews with restaurant shift leaders, managers, and crew, and lastly, a survey was conducted with shift leaders to understand the most challenging aspects of their job and to prioritize pain points that a new digital solution should aim to solve.
Insights from the field shaped a 3-day cross-functional ideation workshop, where Conifer guided stakeholders through the research and co-creation process. For the first time, teams came together—alongside shift leaders—to develop, validate, and prioritize product concepts. The work led to a prototype digital tool now on track for launch within the year, built with shift leaders, for shift leaders.
Case Studies
PATH-TO-PURCHASE: Understanding dinner solutions and evaluating the meal kit purchasing funnel
A leading meal kit brand faced challenges in driving conversions and improving retention in a crowded market. The team sought to better understand the purchasing funnel, how to communicate the value of meal kits effectively, and the impact of concerns around sourcing, freshness, variety, and portion sizes.
Through remote interviews and a comprehensive path-to-purchase survey with current customers, lapsed users, and rejectors, the project explored dinner solutions more broadly—examining how much time and effort people invest in planning, shopping, and cooking, as well as their expectations of meal kits.
The study revealed key barriers at different stages of the purchasing journey, identifying drop-off points and weaknesses that offered opportunities for targeted improvement. With deeper insight into consumer mindsets—both broadly and within internal segments—the team is now positioned to refine marketing and messaging strategies, correct misconceptions, solve unmet needs, enhance the customer experience, and drive growth.
SEGMENT DEEP-DIVE: Bringing an automotive target customer to life
To successfully launch a new non-premium utility vehicle, one of the Big Three U.S. automakers teamed up with Conifer to better understand a key emerging customer segment. The objective was to uncover what drives this audience—their aspirations, lifestyles, environments, daily activities, and to learn about the types of trips they take.
To explore how these attributes inform the vehicle’s functional, emotional, and social needs, car owners took part in online diary studies, remote interviews, and immersive in-home sessions that included guided car tours.
The insights gathered provided foundational knowledge to define the target customer profile, guide product positioning, and inform the go-to-market strategy, setting the stage for a successful launch and long-term brand resonance as the vehicle advances through production.
PRODUCT INNOVATION: Building and refining an on-the-go beverage product
A global food and beverage company wanted to uncover emerging consumer behaviors around hydration and generate early-stage concepts for alternatives to bottled water. The project aimed to inform front-end innovation efforts and identify whitespace opportunities within the hydration category.
The team conducted ethnographic research that included shadowing participants during fitness activities and shopping trips, in-home interviews, blind taste tests, and an online beverage diary. A deprivation study was also implemented, replacing participants’ preferred water source with an alternative to capture emotional responses. Insights from this work informed a design sprint focused on developing and refining early concepts. Prototypes of filtering, hydration, and beverage products were tested, and a global survey was conducted to define market segmentation.
The initiative produced actionable design criteria and a pipeline of innovation concepts for the company’s brand portfolio. Conifer’s partnership extended into the following year, supporting the development of a new product line through additional research rooted in global consumer insights.
BETA LAUNCH UX TESTING: Evaluating an integrated streaming platform update
A leading streaming platform was looking to test and evaluate the beta launch of its new integrated, multi-service platform design and system architecture to inform future rollouts and guide continued iteration. The streaming service was especially curious about viewers’ reactions to the update: how they navigate, learn, and how the platform can change user engagement.
While many viewers encountered the beta experience organically, all participants were asked to explore the new platform in the week leading up to in-depth interviews. During these sessions, users shared their screens, walked through their experiences, and discussed both standout features and areas of friction.
The research delivered actionable insights to brand, product, and marketing teams—highlighting strengths and gaps in the beta experience, how users adapt to the upgraded interface, and key recommendations to shape the final product and drive adoption.
VIRTUAL-FIRST PRODUCT DEVELOPMENT: Re-examining virtual primary care
A large healthcare organization partnered with Conifer to reimagine how in-person and virtual primary care could work together—enhancing the patient experience while expanding access across their system. Our team set out to understand patient expectations and identify what a truly patient-centered virtual care journey should look like.
While the focus was on patients, the research also included physician perspectives to ensure a well-rounded view of the care experience. Through digital ethnography, self-documentation, and both remote and in-person interviews, the team mapped a comprehensive view of the virtual care journey.
The study uncovered key mental models of primary care and a spectrum of adopter personas. The patient perspective was supported by visualizing an idealized virtual primary care journey. These insights are now guiding the client’s development of technology, service models, and team structures to deliver primary care that is supportive, educational, and built to evolve with patients’ needs for years to come.
OPERATIONS & PRODUCT INNOVATION: Exploring a day in the life of a shift leader
A global fast-food chain set out to uncover the “secret sauce” that makes top-performing shift leaders excel — specifically, how they use internal tools and personalized cues to interpret data and make fast, effective decisions. The ultimate goal was to inspire a tech solution to elevate shift leader performance across the organization.
The research team conducted 12+ in-restaurant immersions, shadowing top-performing and average-performing shift leads across European and American markets. Immersions consisted of observational research, interviews with restaurant shift leaders, managers, and crew, and lastly, a survey was conducted with shift leaders to understand the most challenging aspects of their job and to prioritize pain points that a new digital solution should aim to solve.
Insights from the field shaped a 3-day cross-functional ideation workshop, where Conifer guided stakeholders through the research and co-creation process. For the first time, teams came together—alongside shift leaders—to develop, validate, and prioritize product concepts. The work led to a prototype digital tool now on track for launch within the year, built with shift leaders, for shift leaders.
RESOURCES