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.