GUINAN is new.

The experience behind it is not.
It draws on more than twenty years of qualitative and psychological research across brands, innovation, media, healthcare, family life, public institutions and societal change.

Different projects.
Different questions.
The same attention to human realities.

GUINAN regularly works within international and multi-market research projects.

Sometimes independently,
sometimes as part of larger international teams,
contributing qualitative expertise for the German market and cross-cultural perspectives to broader studies.

GUINAN works with, among others,
• in-depth qualitative interviews
• focus groups and group discussions
• consumer co-creation workshops
• ethnographic research
• in-home interviews and accompanied shopping
• diary studies
• cultural probes
• observational research
• online communities
• collaborative development formats
• hybrid qualitative and quantitative approaches 

Projects involve, among others,
• brands
• products
• communication
• design
• packaging
• services
• public institutions
• healthcare
• social and cultural organisations
• societal issues 

Different methods.
Different contexts.
The same commitment: 

Paying careful attention
to the ordinary realities of being human.