The SofoS Philosophy

SofoS is Greek for wise. Research is often thought of as beginning and ending with facts, with knowledge. But, without an understanding of how they're applicable to your needs, knowing facts is a dead end. Native American healer Vernon Cooper once lamented, "These days people seek knowledge, not wisdom. Knowledge is of the past, wisdom is of the future."

SofoS goes beyond simply giving information about the current state of the consumer. We help you turn that information into action that will drive your business into the future.

 Strategic Preparation Equals Strategic Output
                                                A prudent question is one half of wisdom.
                                                               –Sir Francis Bacon, Philosopher

M&MsToo often, a qualitative project begins with someone saying, "Let's go focus-group this," instead of "what do we need to know?" and "how can we find that out?"

Sometimes qualitative is preparation for a quantitative study. And sometimes it's a discovery and understanding tool that stands alone. Different goals require different approaches, and our proprietary, systematic method means that SofoS will custom design the right research to fit your needs and execute it with perfection.

Often, that does mean focus groups. But doing focus groups in the right way and with the right end-result in mind can mean the difference between ending up with genuinely useful insights or just a couple evening's worth of really expensive back-room candy.

  No Research is Good Until Somebody Puts it to Good Use 

                                                                                 Knowledge is a process of piling up facts;  
                                                                                                Wisdom lies in their simplification. 
                                                                                                   –Martin Fischer, Auto Designer  

Overwhelmed photo A report that just sits on someone's desk doesn't drive the business. And a report that just tells you what was said, with little or no guidance as to what to do with that information, is more likely just to sit there.

At SofoS, the emphasis is on turning insights into action. Whether a full narrative report with verbatims, or a ready-to-use presentation deck with embedded audio and video, or something inbetween, the end result will be tailored to your needs.

You'll get a solution-focused product, with actionable next steps based on your business strategy. And you'll get it fast.

 See the Forest and the Trees

        Knowledge comes, but wisdom lingers.
                          –Alfred, Lord Tennyson, Poet

Forest photo You need someone who can see the forest for the trees. Someone who can take all the individual elements and give you a holistic view, but still keep sight of all the details that will help you make your decision.

We are strategic consumer-insight specialists and professionally trained moderators, with over 30 years of combined client-side and supplier-side experience in all aspects of market research and marketing strategy.

We have broad-based experience across multiple categories, from CPG food/beverage to restaurant to health/beauty to durable goods. This translates into a truly holistic approach, from research design, through execution, to interpretation and recommendations.

We've worked with consumer segments aged five to seventy-five (kids, moms, baby boomers, empty-nesters), all day-part occasions, and all consumption venues (at-home, at-work, at-play, on- and off-premise).

So What's With the Owl? The SofoS Philosopy