In the marketing arena, how large is the gap between what people say and what they do? And how does that question affect their purchasing habits?
Those are the sorts of inquiries that drive David Bergstrom, founder of Minneapolis-based
Reflect Research. Before creating the firm in 2009, the entrepreneur spent 10 years developing products and strategies for Procter & Gamble, and studied engineering at the University of Minnesota before that.
He combines the complex process thinking involved in engineering work with the creative skills he honed as a product designer, he says, and that's what makes Reflect unique.
"Basically, this company is the story of me wanting to do something I love," he says, "and that's creating a very specific niche within the world of market research."
Most market research emphasizes consumer reaction to products, he notes, but Reflect takes a different approach by figuring out what people need, and proposing products, services and campaigns based on that information.
For example, a recent client hired Reflect to find out why people choose to prepare their own tax returns. Bergstrom not only came up with top reasons, but also offered advice on how to draw these potential customers to a professional tax service.
Bergstrom feels that by doing ethnographic research and consumer trend analysis, he can help to develop innovative products and spark new ideas for clients.
"We figure out what people need, not just their reactions," he says. "Then we help to bring those solutions to life."
Source: David Bergstrom, Reflect Research
Writer: Elizabeth Millard