Betwixt Insights

CONTEXTUAL INQUIRY & EXPERIENCE DESIGN

Betwixt (/bəˈtwikst/):
In the space separating two people or things; in between

The world is all about connection, a term that's been redefined in recent years to describe advances in tech and devices. The human connection has been more... implied. But this tech-first approach lets needed information slip through the gaps, and key insights are only discovered later, when a product or service fails to meet expectations. The trick becomes: how do you get vital human behavioral information into your process early, before changes get expensive? And how do you maintain a light qualitative touch to course-correct as the product matures?Quantitative projections and surveys can tell you the what and the how, but talking to real people provides the why. Many features and products fail because businesses assume a customer "should" want their product, without taking the time to understand what their end users experience, what motivates them, and what they want.Build a better connection: learn about your audience in their own words. Explore the betwixt places to better position your product or service and ensure wider adoption. Investing in qualitative research early avoids costly revisions further down the production cycle.A skilled moderator with subject matter expertise can make an interview feel like a conversation instead of a quiz. With decades of experience across all industries and a recent focus on AI adoption, we can provide quick insights into what's working, what's not, and what your customer actually thinks about your products and experiences.Services offered:

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