We are fascinated by how people understand
and use information.
We use research-based methods to explore
their behavior, beliefs, and attitudes. Through a range of qualitative and quantitative research methods, we uncover and measure how people actually behave, not how we think or assume they might. We see their logic and irrationality, the forces that shape their decisions.  By understanding people and how they interact with information, we simplify to make information more targeted, usable, and effective.