We strive to be:
Most companies are structured like a pyramid, with many junior staff for every senior person, so most of the actual market research is done by people with relatively little training or experience.
Fulcrum Research Group is different. We have as many senior team members as some companies twice our size. So most of the actual market research is done by people with many years of experience and/or advanced training.
That’s why Fulcrum Research Group has about the highest rate of repeat business in the industry. More than 95% of clients hire us again with 12 months of completing an engagement.
We believe all phases of market research should be guided by science. Many agencies have specialists trained in inferential statistics, but this is only one of the critical sciences. Statistics helps you make the most of the data you’ve collected, but it doesn’t help you collect quality data.
Fulcrum Research Group has specialists trained in the sciences of survey design and psychometrics. This allows us to translate “what we want to know” into “what we ask respondents”—a critical step that is often overlooked.
This specialized training helps us create new and better methods, so our market research insights are deeper, more genuine, and more complete.
Many people view market research as a branch of psychology, and rightly so. We view what we do as consumer psychology—understanding why customers buy/use/prescribe one thing more than another.
All of our founding partners were trained in psychology before going into market research (as were many of our senior staff). We believe this perspective allows us to more deeply understand your customers, and therefore provide greater insights on how to appeal to them.
Our training in psychology also makes us better methodologists. We know the biases of traditional market research methods, and we know how to design approaches that minimize those biases. Sometimes reaching the deeper insight comes down to asking the right questions; we know the right questions to ask, and how to ask them.