With our creative agency background, we don’t kill your darlings, but empathize with the need to show how creativity must inspire and trigger emotion. So while we deliver robust answers, we will never ask a human if they like or dislike something. Instead we immerse participants in the ideas to piece together their connection to them. 

True concept testing should be more than a winner-takes-all all trade-off. Okay human goes beyond asking respondents what their favorite statement is and instead focuses on the conscious and subconscious emotions and associations that determine what consumers connect with. 

Our team of creative ethnographers designs questionnaires that access in granular detail the nuances of consumer associations and emotional and rational opinions on messaging efficacy, delivering actionable insights to assist in honing and sharpening messaging before you deploy. 

We use projective & conversational technology to reveal the underlying “whys” & “what’s nexts” in the development & distribution of new products

We explore the underlaying values that drive brand identity, such as how “belonging,” “connectedness,” and “love” can inform a brand’s position.

By treating participants as ‘experts’ we unlock sometimes surprising feelings consumers have about brands, culture and humanity that lead to breakthrough positioning strategies.

We go beyond brand consideration to unearth influences on system-1 brand perception drivers while assessing holistic campaign performance.

Choosing brand spokespeople is high-stakes. We dig deeply for people’s associations with brands & public figures, revealing true influencer-to-brand alignment.

Impactful brand health tracking is more than a scorecard. Our approach blends deep qual with quant validation, so we can address the underlining ‘whys.’

We uncover the cultural, practical & social dimensions of how brands fit into people’s lives by eliciting stories in respondents’ idiosyncratic language.

We flip the traditional approach to consumer journey creation by foregrounding the emotional experience from consideration to post-consumption.

Okay Human’s autoethnographic methodology is the basis of its segmentation creation. We ask respondents to workshop their choices & influences.