What we do

Four capability areas, one conversational platform

From creative sparks to market strategy — we turn real human conversations into the insights that move brands forward.

Creative Development

With our creative agency background, we don't kill your darlings, but empathize with the need to show how creativity must inspire and trigger emotion. We deliver robust answers without ever asking humans if they simply like or dislike something.

Concept Testing

True concept testing should be more than a winner-takes-all trade-off. We go beyond asking what a respondent's favorite statement is, instead focusing on the conscious and subconscious emotions and associations that determine what consumers connect with.

Ad & Message Testing

Our team designs questionnaires that access in granular detail the nuances of consumer associations and emotional and rational opinions on messaging efficacy, delivering actionable insights to sharpen your messaging before you deploy.

New Product Research

We use projective and conversational technology to reveal the underlying 'whys' and 'what's nexts' in the development and distribution of new products.

Conceptual Exploration

We explore the underlying values that drive brand identity, such as how 'belonging,' 'connectedness,' and 'love' can inform a brand's position in the market.

Brand Positioning

By treating participants as 'experts' we unlock sometimes surprising feelings consumers have about brands, culture, and humanity that lead to breakthrough positioning strategies.

Campaign Effectiveness & Brand Lift

We go beyond brand consideration to unearth influences on system-1 brand perception drivers while assessing holistic campaign performance.

Brand Fit & Influencers

Choosing brand spokespeople is high-stakes. We dig deeply for people's associations with brands and public figures, revealing true influencer-to-brand alignment.

Brand Health & Tracking

Impactful brand health tracking is more than a scorecard. Our approach blends deep qual with quant validation, so we can address the underlying 'whys'.

Attitude & Usage

We uncover the cultural, practical, and social dimensions of how brands fit into people's lives by eliciting stories in respondents' idiosyncratic language.

Consumer Journey

We flip the traditional approach to consumer journey creation by foregrounding the emotional experience from consideration to post-consumption.

Persona Creation

Okay Human's autoethnographic methodology is the basis of its segmentation creation. We ask respondents to workshop their choices and influences.