Solution Area Qualitative We are recognized for our cutting edge qualitative research solutions that help address both everyday as well as complex / strategic business questions and growth goals. By using a combination of technology, innovative proprietary tools, and customized approaches we provide analytical and actionable insights. At KI, we integrate the worlds of the consumer, culture, and brands to understand why customers behave as they do and identify ways to change/impact that behavior. ‘I’ tools allow for an in-depth exploration that helps decode and demystify what people perceive, think, believe, influence, feel or do and why … they do so. We simplify the connection between consumers and brands by building insight bridges to various facets of the consumer – logic patterns, expressions of preferences, decision drivers, behavior variance, and more. We listen with deep cultural sensitivity and engage consumers through conversations, discussions, personal logs, activities, and co-creation. Our expertise lies in getting consumers to reveal their underlying behavioral triggers and barriers in the context of exploratory, evaluative, and developmental researches. iMINI Tools Our iMINI tools are designed to listen in, observe, and make sense of consumer behavior – to arrive at new opportunities and help clients take strategic business decisions. The oft-kilter solutions combine multiple disciplines, are rooted in today’s consumer context, and are wholly customizable to specific category asks.