KNow Research

Qualitative market research, run by a team that calls itself female-driven, is the business of this insights agency. It was opened as a consultancy in 2003 and now describes itself as a certified woman-owned company that works with clients whose diversity programs support minority and women-owned suppliers.

Four areas of focus

The agency groups its research by client type, and gives each a short motto:

• Retail and shopper insights: understanding customers' current and future needs, preferences and trends.
• Lifestyle and luxury brands: uncovering how participants relate to these brands.
• Financial services and fintech: exploring white space, growth areas, brands, services and customer journeys across personal finance.
• New business research: helping new brands understand a potential audience from concept to launch.

Methods that mix breadth and depth

Projects are custom designed and cover ideation, facilitation, moderation, analysis and coordination. Techniques range from traditional interviews and focus groups to digital approaches, and the agency describes hybrid designs that give both breadth and depth. It runs short deep-dive interviews to capture feedback in the moment and a pop-up booth method that lets participants share top-of-mind reactions to industries and brands. It also says it works to recruit fresh, authentic participants and keep them engaged, and it varies its techniques to give participants creative ways to express themselves.

Community and values

The agency says it provides annual pro bono research to non-profits, makes yearly corporate donations to organizations supporting women, and mentors women starting out in research. It marked 20 years in business in 2023. The agency says it chooses to work with clients that value human stories over bare numbers, and keeps its fieldwork in the hands of experienced researchers rather than junior staff. It describes its senior team as hands-on investigators who listen with purpose and aim for results grounded in human stories.

KNow Research is a qualitative market research agency that describes itself as full-service and female-driven. It designs custom studies to help clients make business decisions, using both traditional interviewing and digital methods.

What KNow Research does

• Custom research design: bespoke projects built around a client's questions.
• Moderation and analysis: ideation, facilitation, moderation, analysis and coordination.
• Mini deep-dive interviews: short conversations that capture in-the-moment feedback.
• Pop-up Booth Insights: a quick method for first-reaction views on brands and industries.
• Hybrid approaches: combining breadth and depth of insight.
• New business research: helping new brands understand their target audience from concept to launch.

Customers and markets

Financial services, retail, lifestyle and luxury brands, and new businesses. Work covers customer journeys and untapped growth areas in personal finance.

Key facts

• Type: Qualitative market research agency
• Team: Senior-level researchers working in the field