Appleseed's Core Beliefs

Good research should tell a story. Period.
Human behavior is not entirely rational. So asking only rational questions is, well, irrational.
The consumer always has the answer, but only if you ask them the right question.
Recruitment can make or break your project.
Respondents are people (not consumers, not segments, not buyers). They should be treated respectfully.
Statistics are powerful tools and can reveal deeper insights than top-level data, but you shouldn’t need a degree in statistics to decipher a report.
At the end of the day, if you haven’t learned something, we didn’t do our job.