Every engagement starts with the problem you're trying to understand. We scope, design, and deliver research that gets to the behavioral truth behind it.
Core Areas
01
Qualitative and mixed-methods research to understand how people think, feel, and behave in context.
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02
Translating research into clear, actionable insights that inform organizational direction and decisions.
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03
Examining how people move through experiences, services, or systems — and where things break down.
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Designing and supporting implementation of solutions grounded in behavioral insight.
View ServiceWhy Groundwork
Most research stops at what people say. We go further — into what they feel, avoid, rationalize, and struggle to articulate. As licensed psychologists, we're trained to read between the lines and uncover the behavioral drivers that actually shape decisions.
Every project is led directly by our senior consultants. Your research is never passed off to junior teams or outsourced to third parties. From problem definition to final delivery, we're in the room with you.
Learn About Our Approach
FAQ
We start with a conversation about the problem you're trying to understand — not a fixed template. From there, we design a research approach that fits your timeline, budget, and the depth of insight you need. Every engagement is custom-scoped.
Traditional research often stays at the surface — what people say. We go deeper into what people feel, avoid, rationalize, and struggle to articulate. As licensed psychologists, we're trained to read between the lines and uncover the behavioral drivers that actually shape decisions.
Both founders — Mara Patricia Yusingco De Guzman and Jonathan Robert A. Ilagan — serve as lead consultants on every project. Your work is never passed off to junior teams. Depending on scope, we bring in trusted collaborators across research, design, and strategy.
We've worked across development (USAID), academia (Ateneo de Manila), consumer brands (food, fitness, technology), governance, and public perception research. Our methods are adaptable — the common thread is understanding human behavior in context.
While we're rooted in the Philippines and have deep expertise in Filipino contexts, we conduct research across Southeast Asia — including Malaysia, Indonesia, Singapore, Thailand, Vietnam, and more. Our local grounding gives us a strong foundation for regional work.
It depends on scope and methodology. A focused qualitative study might take 4–6 weeks; a larger mixed-methods engagement could run 2–3 months. We'll give you a clear timeline during scoping so there are no surprises.
Insights that start from real life.Start a Conversation