If you talk to your Quester friends this year, you’ll hear us reference this a lot – the idea that we’re built to listen, to learn, and to lead. But beyond the catchy line and clever alliteration (which, obviously, we love), what does that actually mean?
We’re Built to Listen
We believe in basing all of our work in people, not just data points. Lots of companies say they’re storytellers, and we deeply believe that stories matter – but it’s not the stories we tell, it’s the ones consumers tell us. We value radical consumer empathy, so we uncover the deep and rich individual stories that shape the narratives driving broader consumer behavior. We uncover stories from multiple sources – secondary data, trends, social narratives, and our own AI- moderating tools designed to help people become better storytellers. We dig into their needs, wants, desires, conflicts, challenges, experiences and emotions, sourcing their language as our foundation to study. We’re truly listening everywhere.
We’re Built to Learn
Our work isn’t built just to generate information but to inspire action. What we (as consumers and people) tell ourselves – and each other – becomes the basis for narratives. These narratives form our collective perspective and shift our behavior accordingly. Stories by themselves are exciting and interesting, but when we analyze them to understand the collective narratives, they become powerful. And it goes beyond methods. Whether we’re using linguistic inputs for traditionally quantitative approaches (like cluster analysis) or building our own narrative platforms and Generative AI tools, we’re passionate about analyzing language, at scale, in new and creative ways.
We’re Built to Lead
Passion is great, but it must be translated and harnessed purposefully, so we use all of our inspiration and excitement to create powerful strategies that drive business impact. Because we’re not caught up in some arrogant point of view of ourselves as “the experts,” we’re free to be partners. This means we can independently make connections that build a singular strategy, based in serving people and what they need. And we work with industry leaders to link our groundbreaking narrative work to proven strategy-building processes through our SPARQ and DRIVE models, building outcomes that create bold, breakthrough impact.
As we move into a new year, we’re determined to do more for our clients, our industry, and the consumers who give us their stories, sharing the best of Quester in new and exciting ways – but based in the foundation that’s always represented the best of our core values.
