About SunResearch
About Ava Lindberg |
Our Methodologies |
Credentials and Client Brands Since 1983, SunResearch has provided innovative qualitative research to corporate brand teams to discover strategic breakthroughs, develop successful new concepts, create new products, and reposition brand identities.
SunResearch's mission is to generate deep insight, understanding, illumination, and breakthrough for every qualitative project we conduct. Depth of insight results from our creative group dynamic process, our intuitive methodologies, and our passionate pursuit of key findings and emotional subtleties that will later form the powerful underpinnings of resonating new ideas, products, concepts, messaging, and advertising campaigns.
Ava specializes in four methodologies: Authentic Ethnography, creative focus groups, archetypal process, and creative ideation. These methodologies shed light on consumers' relationships with themselves and family, the dynamics of work and key activities, products, brands, shopping experiences, values, lifestages, and the link between internal and external forces to provide a more holistic understanding of their deepest needs, motivations, and opportunities for growth.
One secret to breakthrough is the special blend of purpose, invention, and intimate listening between client team and researcher that evolve with new consumer insights so we're free to follow hunches and help one another look beneath the obvious. Another is the skillful, flexible mixing of qualitative techniques-identifying archetypes with imaginative projective exercises in focus groups, combining ethnography with upfront team training and idea generation after fieldwork--to elicit excitingly new emotional data and provide consistency for workable hypotheses. We emphasize and encourage our natural beginner mind where unexpected ideas naturally reside…an ongoing openness to paradox and the forthright acknowledgment of difficult findings which can lead to refreshingly creative solutions.
Ava's newest process brings research into the symbolic and mythic. Through workshops, training, and archetypal techniques in groups and ethnography, she offers a unique understanding of transformative archetypes and explores ways to discover which archetypes may be operating for a brand, mind-set, or category. Workshops on the use of archetypal process to enhance professional development are ongoing. To see what people are saying about her 2008 workshops on Transformative Archetypes, see Testimonials.
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