Research venture
Conversation Research Institute
A research venture that used public conversation to find market language, unmet needs, and positioning opportunities before formal research would catch them.
Strategic Context
Organizations were beginning to see that social media contained more than sentiment. It held unstructured evidence of what people feared, needed, compared, and repeated.
The Strategic Move
The Conversation Research Institute focused on data hygiene, listening discipline, and sociometric and sociographic reporting. Early reports applied the method to senior living, where public conversation exposed practical gaps before surveys could.
Operating Advantage
CRI converted scattered conversation into structured evidence: speaker groups, recurring themes, need clusters, and the gap between market language and institutional language.
Outcome / Expected Value
The work produced an early research model and the Conversation Report for Senior Care, showing how public discourse could inform positioning, strategy, and product decisions.
Leadership Takeaway
Markets often explain the problem before they buy a solution. The work is to listen with enough rigor to make conversation useful.
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