Each project starts with a clarification of the decision context.
This step aims to understand the strategic, organizational, or market-related questions the research is meant to inform, and to identify the key issues that need to be explored through qualitative inquiry.

This step include : 

• Understanding the decision context

• Defining key research questions

           Interviews are designed to explore decision logics, perceptions, and practices in a structured yet flexible way. Each interview guide is adapted to the project context and audience. 

This step include : 

• Semi-structured interview guides

• Adapted to context and audience

Interviews are conducted in-depth, in a confidential and respectful setting.
The focus is placed on experiences, perceptions, decision logics, and practices, rather than on predefined answers or validation of assumptions.

This step include : 

• In-depth qualitative interviews

• Stakeholders, customers, internal teams

Interview material is analyzed using a thematic qualitative approach.

Recurring patterns, contrasts, and tensions are identified and interpreted in relation to the initial research questions, allowing insights to be built beyond individual statements.

This step include : 

• Thematic qualitative analysis

• Pattern identification & insight building

Findings are synthesized into a structured insight report. The analysis is translated into clear implications and points of attention, designed to support strategic decision-making rather than to provide descriptive summaries alone.

This step include : 

• Insight reports
• Executive summaries

• Strategic implications