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Over the past 20 years we have designed a process that gets us to deeper insights and enables our clients to develop genuine consumer intuition. Below are some of our key beliefs and reasons why we believe dig is truly different.

Great respondents lead to great insights

One of the primary differentiators of any dig project is the respondent pool. dig follows a very thorough, non-traditional respondent recruiting and selection process which allows us to:

Identify the most thoughtful and engaging respondents possible

Build trusting relationships with respondents so that they are more comfortable (and, thus, more forthcoming) during our time with them

Develop initial hypotheses before entering the field for the in-depth interviews and filmed observation

We spend more time with respondents

Unlike some other firms, we are more concerned about the amount of time spent with respondents as opposed to the amount of respondents. This is not quantitative research. For this reason, dig goes beyond just interviews to conduct 10-12 hours of filmed observation with each respondent and his/her family and friends.
Spending a full day with respondents enables us to:

Unearth unarticulated insights which are key to generating a deep emotional understanding of the target

Picture representing unarticulated insights

Capture all aspects of their lives that are vital to understanding particular behaviors that are relevant to the exploration

Insight communication matters!

We believe insights must be presented in a way in which they stick in both the minds, hearts, and guts of our audience.

Our Insight Films and Inspiration Reports reflect this thinking and are considered best-in-class in the research world. They have inspired cross-functional alignment, ideation and action throughout client organizations—from c-level on down.

Raw insight assets have staying power

Our raw assets (interview audio, footage and transcripts) are collected thoughtfully and thoroughly, allowing our clients to use and repurpose them long after the project is done, thus increasing the return on their investment.

Like our clients, dig continues to innovate

Picture representing workarounds for COVID-19
We developed a unique workaround for COVID-19 that enabled us to continue conducting deep ethnographic explorations while not endangering the health of our respondents and employees.

Due to the global pandemic and ensuing consumer instability, many corporate budgets were slashed, yet understanding of all these new consumer attitudes, behaviors and needs were becoming more urgent than ever. 



To meet the emerging needs of this unprecedented time, dig created The Collective Ethnography. The Collective Ethnography allows 4–6 clients from different non-competitive industries to pool smaller budgets together to fund one large in-depth exploration. By keeping member clients focused on one high-level theme that is directly related to their brand and target, we are able to create cost efficiencies while still delivering deep emotional insights and highly customized deliverables to each client. 

Clients love that they get deep insights and customized deliverables at a cost they can afford—i.e. 25% of a typical ethnographic exploration. If you are interested in learning more about how The Collective Ethnography works, or submitting a topic idea for our next collective ethnography, please contact kirstin@www.digprojects.com.
Picture representing The Collective Ethnography

Over the past 20 years we have designed a process that gets us to deeper insights and enables our clients to develop genuine consumer intuition. Below are some of our key beliefs and reasons why we believe dig is truly different.

Great respondents lead to great insights

One of the primary differentiators of any dig project is the respondent pool. dig follows a very thorough, non-traditional respondent recruiting and selection process which allows us to:

Identify the most thoughtful and engaging respondents possible

Build trusting relationships with respondents so that they are more comfortable (and, thus, more forthcoming) during our time with them

Develop initial hypotheses before entering the field for the in-depth interviews and filmed observation

We spend more time with respondents

Unlike some other firms, we are more concerned about the amount of time spent with respondents as opposed to the amount of respondents. This is not quantitative research. For this reason, dig goes beyond just interviews to conduct 10-12 hours of filmed observation with each respondent and his/her family and friends.
Spending a full day with respondents enables us to:

Unearth unarticulated insights which are key to generating a deep emotional understanding of the target

Picture representing unarticulated insights

Capture all aspects of their lives that are vital to understanding particular behaviors that are relevant to the exploration

Insight
communication matters!

We believe insights must be presented in a way in which they stick in both the minds, hearts, and guts of our audience.

Our Insight Films and Inspiration Reports reflect this thinking and are considered best-in-class in the research world. They have inspired cross-functional alignment, ideation and action throughout client organizations—from c-level on down.

Raw insight assets have staying power

Our raw assets (interview audio, footage and transcripts) are collected thoughtfully and thoroughly, allowing our clients to use and repurpose them long after the project is done, thus increasing the return on their investment.

Like our clients, dig continues to innovate

Picture representing workarounds for COVID-19

We developed a unique workaround for COVID-19 that enabled us to continue conducting deep ethnographic explorations while not endangering the health of our respondents and employees.

Picture representing The Collective Ethnography

Due to the global pandemic and ensuing consumer instability, many corporate budgets were slashed, yet understanding of all these new consumer attitudes, behaviors and needs were becoming more urgent than ever.
To meet the emerging needs of this unprecedented time, dig created The Collective Ethnography. The Collective Ethnography allows 4–6 clients from different non-competitive industries to pool smaller budgets together to fund one large in-depth exploration. By keeping member clients focused on one high-level theme that is directly related to their brand and target, we are able to create cost efficiencies while still delivering deep emotional insights and highly customized deliverables to each client. 

Clients love that they get deep insights and customized deliverables at a cost they can afford—i.e. 25% of a typical ethnographic exploration. If you are interested in learning more about how The Collective Ethnography works, or submitting a topic idea for our next collective ethnography, please contact kirstin@www.digprojects.com.

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