Our recent global fieldwork adventure

Just returned from an extraordinary fieldwork adventure in Turkey and Saudi Arabia as part of a global research project The Idea Suite has been leading. What an unforgettable experience!

The Idea Suite's exceptional local partners in both countries went above and beyond, making our team feel incredibly welcomed and supported from day one. Their deep local expertise helped us craft and execute a highly efficient, culturally-rich research plan. Between insightful research sessions, they immersed us in the cultural context, gave us opportunities to sample the delicious local cuisines, and skillfully navigated the legendary traffic of Istanbul and Riyadh as we moved swiftly between stores and consumer homes over multiple days.

Our local moderators were remarkable, expertly building trust and genuine rapport with respondents. Their skillful moderation fostered an environment where consumers freely shared deep insights, motivations, and feelings, all made seamlessly accessible to our global team through superb simultaneous live translation.

Conducting global research is a privilege that constantly reinforces the beautiful balance between universal human truths and unique local nuances. While we embrace AI for its incredible contributions to our business, experiences like these powerfully remind us of the irreplaceable magic of human, face-to-face connections.

Feeling profoundly grateful, inspired, and energized by this phenomenal experience!

Deep gratitude in particular to Amy Kocher and Camryn Masciarelli - for the privelege of sharing this experience with you. I will cherish the memories and learning from this trip for many years to come!