The Connell Group was started in 2000 by Sean Connell in order to bring more cognitive empathy to market research. We have always believed that in order to understand people’s decision-making processes about products and brands, you must understand people as people. We believe that: 1. People’s lives cannot be understood through only one lens: People are complicated and are more than just buyers of your stuff. We take an immersive, multi-lens approach to help us untangle complex business problems and truly understand underlying customer motivations. 2. Insights should drive strategic choices: Market research and data analytics are critical tools to bring clarity and focus to decision making. They help us move beyond internal mythology and guessing to make data-driven decisions that have real business impact. 3. Brands come to life through the entire experience: Brands come to life through more than just messaging. We must connect with people through their full journey, through their influencers, and through a focus on what matters throughout their entire experience.