Qualitative Research for Strategic Insight
Human Understanding.
Better Decisions.
Uncovering the human truths behind the data.
Get in Touch01 — About
We bring clarity to complex decisions through a deeper understanding of people.
Human Sapience is a boutique qualitative research and strategic insights consultancy.
We uncover the motivations, emotions and experiences that shape how people think, feel and behave.
Founded by Meredith Morino, Human Sapience combines more than 20 years of research, consulting and marketing experience with a flexible model that brings together trusted senior qualitative researchers as projects require.
The name Human Sapience
sapience (noun)
Wisdom, insight, and the ability to apply knowledge with sound judgment.
Why Human Sapience
Experience
We bring senior-level expertise to every engagement from research design through recommendations, scaling with trusted senior collaborators when needed.
Interpretation
We believe meaningful interpretation takes time. We listen deeply, connect the dots and identify what matters, not just what was said.
Crafted
We craft research findings into compelling, memorable narratives that build understanding, alignment and momentum.
Grounded
We keep every project grounded in the business challenge, translating human understanding into clear direction.
Growth
We embrace emerging technologies and evolving approaches while staying grounded in the fundamentals of understanding people.
02 — Expertise
Business Challenges
The questions we help answer
Brand Positioning
What should our brand stand for, and how should it evolve to remain relevant?
Case StudyCommunications & Creative
How can we communicate more effectively, and does our creative convey the intended message?
Case StudyInnovation
Where are the opportunities for growth, and how can new ideas, products and services be optimized to better meet customer needs?
Case StudyCustomer Experience
How do people experience our products, services and brands, and where are the opportunities to improve?
Case StudyFoundational Understanding
What do we need to better understand about people, markets and categories to make better decisions?
Case StudyMethods
Qualitative Research
The methods we use to understand people
- —In-depth Interviews
- —Focus Groups
- —Accompanied Shops
- —Contextual Inquiry
- —Online Communities
- —Diary Studies
- —Usability Testing
- —Secondary Research & Digital Listening
Selected Clients
Organizations We've Partnered With
A selection of North American organizations we've partnered with across hospitality, food and beverage, retail, financial services, wellness, and real estate development.
03 — Case Studies
Complex Questions, Meaningful Impact
Repositioning a Retail Brand for Future Growth
How can a legacy retailer attract new customers while retaining existing loyalty?
Optimizing a New User Experience
How do customers experience a checkout-free shopping solution?
Uncovering Opportunities for Growth
How can a niche food category broaden its appeal and increase usage?
Evaluating Communication Effectiveness
How should a cannabis brand communicate in a newly legalized market?
Deepening Customer Understanding
How can a luxury hospitality brand better understand its most valued guests?
04 — Contact