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About Cappuccino Research

Cappuccino Research was created in order to focus on qualitative methods that really tell my clients about their customers and how they think. Focus groups just can't do this. They deliver output that is shallow and thin. When you're using focus groups to answer your problem you're relying on the experience and consultative knowledge of the moderator, not the quality of the data because, frankly, the data won't be enough on its own to work with. I'm an analyst, and I prefer to have lots of great data to work with so that I can tell my client what's really going on without guessing. If you don't truly know your customers and how they think there is a risk that: - your messages won't land in the way you want them to - your products or services won't gain the market share that they deserve; not because they're not better than the competition, but because they're not framed in the right way - your innovation pipeline won't have the focus it needs to create great new products At Cappuccino Research we use ZMET; the Zaltman Metaphor Elicitation Technique, developed by Professor Gerald Zaltman at Harvard's 'Mind of the Market' Labs. ZMET harnesses the power of metaphor to connect with how cust Our mission is to make the latest thinking and best in class techniques accessible to organisations of all shapes and sizes. Our tools include the Zaltman Metaphor Elicitation Technique (ZMET), developed in Harvard's Mind of the Market Lab and used by leading brands worldwide including Pepsico, HSBC, Kia, Unilever and Walt Disney. Who are we? Richard Smith is a market researcher with over 20 years of experience in running projects for leading brands in financial services, telecoms, catering and a host of other sectors. Carolina Smith is a PhD Sociologist who has worked for London University and the World Bank. If you would like to talk with us about how we could help your organisation, contact us at: Richard@cappuccinoresearch.com

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