What Conifer Research does

Conifer Research is a Chicago-based human-centered research and innovation consultancy founded in 2001, operating as a private, independently owned firm with 11 to 50 employees (12 named team members). The company blends ethnographic, quantitative, and design research methods to deliver transformative insights for enterprise clients across more than 20 industries, including healthcare, financial services, food and beverage, retail, technology, media, automotive, and consumer goods. Named clients include Google, Amazon, Samsung, McDonald's, PepsiCo, Cigna, Abbott, Roche, Humana, Discover, US Bank, Northwestern Mutual, Sun Life, Ford, Sonos, Hulu, National Geographic, HelloFresh, Burger King, Lowes, Georgia Pacific, Matterport, UW Health, AICPA, and Brunswick.

Its core service portfolio spans mixed-methods research, UX and prototype testing, strategic insights (foundational research, opportunity definition, innovation pipeline development, positioning and messaging), foresight and future casting, organizational insights, executive immersion, and coaching and upskilling. The firm's technical differentiators are two proprietary methodologies: the 5E Framework for experience mapping (derived from Arnold Van Gennep's rites of passage theory) and Deprivation Research (a behavioral prototype testing approach using 'take away' and 'replace' techniques). Digital ethnography and remote research tools extend delivery reach, but the firm explicitly maintains that technology augments rather than replaces human-centered understanding.

Conifer generates revenue through custom, quote-based professional services engagements with no publicly listed pricing. Projects range from foundational insights to comprehensive innovation pipeline development, delivered through visual narratives and presentations. Distribution is via direct sales (phone, email, online inquiry forms) targeting enterprise and mid-market clients, supplemented by a Sagepub-distributed training channel and a global partner network. Operational footprint includes the Chicago headquarters, an India outpost, a Thailand-based sister company (Teak Research), and partner collaborators across APAC, Africa, Europe, and South America. The firm holds EU-U.S. and Swiss-U.S. Privacy Shield certifications and has no disclosed external funding, acquisitions, or leadership transitions.

Name

Conifer Research

Legal name

Conifer Research

Website

https://coniferresearch.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Conifer Research is a Chicago-based human-centered research and innovation consultancy founded in 2001 that blends ethnographic, quantitative, and design research methods to deliver insights and innovation support to enterprise clients across more than 20 industries globally.

Ownership category

akta.pro rank

Product category

Market Research Consulting

NAICS

Marketing Research and Public Opinion Polling (54191), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Engineering, Accounting, Research, Management (8700), Services-Management Consulting Services (8742)

akta.pro primary industry

Qualitative Research (Focus Groups, IDIs, Ethnography) (MPAAALAE)

akta.pro secondary industry

Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI)

Keywords

• Design research consulting
• Ethnographic research services
• Consumer insights consulting
• UX research services
• Innovation consulting

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Research & Innovation Consulting Services: Custom research engagements including ethnographic studies, UX testing, concept development, market segmentation, and strategic consulting. Projects are tailored to client objectives with outcomes delivered through visual narratives, presentations, and actionable recommendations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Conifer Research provides custom human-centered research and innovation consulting services for enterprise clients. Engagements span foundational consumer insights, ethnographic studies, UX and prototype testing, concept and innovation pipeline development, positioning and messaging strategy, organizational insights, executive immersion, and coaching and upskilling programs. The firm blends ethnographic, quantitative, and design research methods and delivers outcomes through visual narratives, presentations, and actionable recommendations.

Product overview

Conifer Research offers a portfolio of qualitative research methodologies and frameworks as a human-centered innovation consultancy. Their core offerings include Mixed Methods Research combining ethnographic, quantitative, and design approaches, along with specialized methodologies like Deprivation Research (a behavioral intervention technique) and the 5E Framework for Experience Mapping (derived from anthropological rites of passage research). Services span UX and prototype testing, strategic insights, and organizational coaching. All offerings center on human understanding rather than technology platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Mixed Methods Research A blended approach combining qualitative and quantitative research methods, integrating anthropology, psychology, behavioral science, and design to uncover deeper consumer insights. Includes ethnography, remote interviews, diary studies, surveys, and prototype testing for enterprise clients across consumer-facing industries.
• UX & Prototype Testing Research services to evaluate and refine concepts, prototypes, and experiences to optimize desirability, usability, and market fit through beta launch testing and user feedback. Used by enterprise clients in technology, media, and consumer products sectors.
• Strategic Research Services Comprehensive research offerings including foundational insights and opportunity definition, innovation pipeline development, positioning and messaging strategy, organizational insights, executive and team immersion, and coaching and upskilling programs. Targeted at enterprise clients seeking to inform strategic decisions and innovation roadmaps.
• Sagepub Research Methodology Video Courses Training content distributed through Sagepub's academic platform covering design research and ethnographic methods, including titles such as "Gaining Insight: Design Research and Ethnographic Approaches" and "Doing Design Research for Innovation." Targets researchers and practitioners seeking to learn design research and ethnographic methods.

Quantifiable outcome

• Successfully conducted TV deprivation study 10+ years before OTT migration became mainstream, predicting consumer behavior shifts
• +1 more outcomes

Named customers25 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Teak ResearchcoreStrategic or Co-development PartnerSister company based in Thailand providing APAC research capabilities. Conifer fields global research through this partnership, leveraging local expertise and networks across Asia-Pacific region.
• Nuance TreeminorStrategic or Co-development PartnerCollaborative partner referenced as a close collaborator for research projects. Provides additional research capabilities and expertise for specific project needs.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• ReD Associates: ReD Associates is a strategy consulting firm built around ethnographic and qualitative research, serving enterprise clients across consumer and healthcare. Conifer and ReD share an anthropology-rooted methodology, boutique scale, and focus on consumer behavior insight for innovation, making ReD the closest functional comparator.
• IDEO: IDEO is the prototypical human-centered design and innovation consultancy, combining ethnography, design research, and prototyping for enterprise innovation challenges. Conifer overlaps with IDEO on qualitative research, UX/prototype testing, and consumer insights for product innovation, though IDEO is significantly larger.
• frog (Capgemini Invent): frog is a global design and innovation consultancy now part of Capgemini Invent, providing ethnographic research, UX testing, and design strategy for enterprise clients. Conifer and frog compete directly in design research and consumer insights engagements across CPG, tech, and healthcare sectors.

Broad incumbents

• Doblin (Deloitte): Doblin is Deloitte's human-centered innovation practice, applying ethnographic and design research methods to enterprise transformation. Conifer competes with Doblin on qualitative insight and innovation strategy work for large Fortune 500 clients, particularly in healthcare and financial services.
• Kantar: Kantar is a global market research and insights giant with ethnographic, qualitative, and consumer behavior practices serving multinational CPG and retail clients. Conifer often competes with Kantar on enterprise RFPs requiring deep qualitative insight, though Kantar is significantly larger and broader in scope.
• Ipsos: Ipsos is one of the world's largest market research firms with significant qualitative, ethnographic, and innovation research capabilities. Conifer competes with Ipsos' ethnographic and innovation practice on enterprise research engagements, particularly in healthcare and consumer goods.
• Mintel: Mintel is a global market intelligence firm delivering consumer research, product innovation insight, and category analysis to CPG and retail clients. Conifer overlaps with Mintel on innovation pipeline development and consumer behavior insight, though Mintel adds syndicated subscription data Conifer does not provide.

Emerging players

• The Bhavan: The Bhavan is a design research consultancy focused on cross-cultural and emerging-market consumer insights. Conifer's sister company Teak Research and Bhavan both serve enterprise clients seeking ethnographic insight across Asian and emerging markets, making Bhavan a niche-region comparable.
• BEworks: BEworks is a behavioral science consulting firm that combines behavioral economics with applied research for enterprise clients. Conifer and BEworks both apply behavioral science to consumer insight and product innovation, with similar boutique scale and methodology-led positioning.

Others

• Maru/Maru Blue: Maru is a global market research and insights firm formed by rolling up firms including Chadwick Martin Bailey, with qualitative and custom research practices serving enterprise CPG and financial services clients. Conifer overlaps with Maru on custom consumer insight engagements and shares enterprise healthcare and financial services clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/coniferresearch
• Facebookfacebook.com/coniferresearch
• LinkedInlinkedin.com/company/62396/admin
• Instagraminstagram.com/coniferresearch

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Conifer Research