Let’s bust that myth right now — the one that says great research requires a mountain of money, an army of people, and endless time. If you’ve ever watched your research budget disappear into the void while waiting weeks for insights that felt… underwhelming, you’re not alone.
Listening to consumers can be easy. Really.
The “Aha!” Moment That Sparked POV Connects
We created POV Connects after working with a client who had big research questions but limited budget. They needed laser-focused insights without the traditional research price tag. Whatever budget you are imagining — reduce it by 75%.
What we discovered was game-changing. The biggest learnings often come in small (but powerful) flashes of inspiration — those “Aha!” moments that cut through the noise. And here’s what else we learned: hands-on research is the absolute best way to skill up your people in how to talk to — and truly hear — your consumers.
Research Reimagined: Efficient, Affordable, Actionable
POV Connects is our targeted, flexible approach to qualitative research that turns the traditional model on its head. Each session is bespoke — tailored specifically for your organization, product, or consumer. But unlike traditional qualitative research that can feel like an endless journey, our approach is streamlined for maximum impact with minimum fuss.
Think of it as research that respects your time and budget while still delivering those critical “Aha!” moments.
In-Person or Digital: Flexibility That Works
One of the beauties of POV Connects is its adaptability. Whether you need in-person interactions or digital convenience, we’ve got you covered.
Take, for example, a beverage company client who was piloting a new product in C-stores in Texas. Traditional research would have suggested focus groups or lengthy surveys. Instead, we designed in-person POV Connect intercepts in convenience stores — putting researchers right where the action was happening.
The result? We observed firsthand who was actually buying the product (not who they thought was buying it and not who was buying their core product) and when these purchases were happening. These real-world insights helped the client create significantly more effective targeted marketing — the kind that speaks directly to actual customers, not imagined ones.
Why Quick & Efficient Doesn’t Mean Shallow
There’s a persistent myth in research circles that depth requires duration.
We respectfully disagree.
POV Connects are designed to be focused and efficient — typically 90 minutes per session — but don’t mistake brevity for lack of substance. By creating laser-focused discussion guides and properly preparing both our team and yours, we ensure every minute counts.The streamlined approach means:
Getting to insights faster
Keeping participants engaged throughout
Maintaining focus on what truly matters
Reducing costs without sacrificing quality
Creating momentum that carries through to implementation
The Secret Sauce: Collaborative Insights
What truly sets POV Connects apart is how we integrate your team into the process. Rather than positioning ourselves as the exclusive keepers of consumer wisdom, we co-create the research experience.
This collaborative approach includes:
Discussion guide co-creation that ensures we’re asking the right questions
Team preparation that builds research skills within your organization
Connect session debriefs that process insights while they’re fresh
Top takeaways synthesis that transforms observations into action items
This isn’t just about getting answers — it’s about building your organization’s capacity to ask better questions and truly hear what consumers are saying.
Beyond the Budget: The True Value Proposition
While POV Connects were initially developed to help clients with limited budgets, we’ve found that organizations of all sizes appreciate the focused efficiency of this approach.
The value extends beyond mere cost savings:
Speed to insights means faster market response
Team involvement builds research capacity
Focused approach eliminates research “bloat”
Real-world contexts provide authentic understanding
Actionable takeaways bridge the insight-to-implementation gap
Is POV Connects Right For You?
POV Connects work particularly well when:
You need specific insights, not a comprehensive research program
Budget or time constraints make traditional research challenging
You want to build research capacity within your team
You’re looking to validate (or challenge) existing assumptions
You need to understand contextual factors in purchase or usage
A New Perspective on Qualitative Research
It’s time for a radical perspective on qualitative research — one that values the “Aha!” moment and the ability to act on it. Research doesn’t have to be slow, expensive, or cumbersome to be effective.
POV Connects represent our belief that listening to consumers can be straightforward, affordable, and incredibly valuable when done with intention and focus.
Ready to reimagine what research can be? Let’s connect and explore how POV Connects can help you hear — truly hear — what your consumers are saying, without breaking your budget or timeline.
Because sometimes, the most powerful insights aren’t discovered through months of research — they’re revealed in those 90-minute flashes of connection and understanding that change everything.
