Our Tool Case

The quest for insightful information is not what it used to be

Our world is not what it used to be

People out there have a physical as well as a virtual presence and we need to understand both

We believe we need to be ever more creative, disruptive and innovative in our tools, in order to collect great quality information

We believe that words can never tell the whole story, thus “word techniques” like focus groups and interviews, though invaluable, can no more provide a complete and thorough picture of the people out there

We need to study evolving people cultures and lifestyles, behaviors and not just words people expressions are now more multidimensional than ever before 

Our research methodologies involve all the very useful and necessary mainstream qualitative techniques like the focus groups, depth interviews and creativity workshops but also Web 2.0 applications, eye tracking technology, social media research and online research communities


We generate information for successful decision making, via making sense of chaotic human systems: individuals, groups, communities.

At MindSearch:

  • We EXPLORE how people think, feel, act and connect.
  • We UNDERSTAND what lies beyond what people are able to articulate and consciously express.
  • We ANTICIPATE consumer shifts in attitudes, belief systems and motives. We anticipate and project how people can be impacted by brands that have a resonant story to tell.
Our research methodologies include:
  • Focus groups
  • In depth interviews, one on ones, dyads, triads
  • Experience simulations
  • Environmental immersions
  • Creative consumer groups
  • Ethnographic observations
  • Trend watching and trend analysis
L' oreal