As I reflect on 2025 and some of my favorite research projects, one stands out immediately. Last October, I traveled for research for the first time in a long while. This trip was a powerful reminder of how in-person research in a physical setting can provide different, complementary impacts.

This project leveraged our proprietary VOICE methodology for concept testing with Healthcare Professionals (HCPs). It served as a vivid reminder that we can use high-engagement methodologies to provide tailored strategic insights. 

Reading Between the Lines and the Pauses

The VOICE methodology thrives on conversation and seeing it unfold in person was a unique experience. Because the methodology encourages cross-table talk and genuine peer-to-peer debate, we were able to fully witness the group energy. We saw the focused intensity as doctors challenged one another or the long, contemplative pauses as they synthesized what a concept truly meant for their practice. We were able to witness the raw, visceral conviction that happens when respondents debate face-to-face. 

Strengthening Partnerships 

The energy of the VOICE sessions didn't stay in the front room; it spilled over into the backroom where we had roughly 15 clients traveling with us. The backroom also provided a space to:

• Collaborate In-person: For the clients, who typically work remotely, this was a rare and valued opportunity to simply be together. They shared the experience of the research as it happened, building their own internal relationships.
• Innovate on the Fly: This proximity allowed for incredible agility. The agency was able to edit concepts live and swap them into the next sessions. We saw immediately if revisions resonated, allows us to sharpen the “story” in the moment.
• Human Connection: Spending days on the road allowed us to get to know our clients beyond their job titles. We learned about the parents they are, the hobbies they love, and the unique perspectives they bring. These moments built a foundation of trust and partnership depth that carries over into all our work. 

Looking Ahead

This past year I was reminded that when you challenge respondents to move beyond mere comments and truly engage with one another, the insights are captured and felt. As I move into 2026, my goal isn’t just to conduct more interviews—it’s to find more meaning. I want to slow down and engage more deeply with respondents. I want to focus on building partnerships with our clients and developing greater trust. Through it all, I want to continue to deliver strategic insights.

As you look ahead to your 2026 goals, how can you drive deeper partnership and uncover real human truths?