Primary Insights, Inc. ignores all preconceptions about qualitative research but one: the need to achieve clients’ objectives in an atmosphere of thoroughness, respect, and honesty. We specialize in topics that are difficult because they are intimate, embarrassing, emotionally charged, or so ordinary that people long ago lost sight of the reasons behind their actions. We examine the layers people build around their true motivations. Understanding each layer has value, and we strive to get to the innermost layer—the Core Voice. • The first layer is the automatic reason, the survey answer. • Next is a feeling, a history, a story. • Beneath that is the Core Voice: the unvarnished, unarticulated drive that manifests in consumer decisions and beliefs. By liberating your consumers' elusive Core Voice, we hear stories they may be sharing for the first time in their lives and learn how to connect with their innermost motivations. We then make sure your team is equipped to use this learning to rocket forward into new ways of thinking, learning, and inventing.