We get the human side of the story. We delve into the human factors of your business question to provide a comprehensive understanding of the people you serve, allowing you to connect with them in a meaningful way. With VHR, you get the human side of the picture, to better inform your strategy and decision-making.

Strong connections are those established between people who feel seen, heard and understood, and we help you achieve that.

We transform cultural perceptions into insights you can act on. We all perceive things differently depending on the cultural lens we use. The way an idea or service is decoded is influenced by the cultural background of an audience. What can be seen as very engaging and straightforward by one crowd might deter or lack meaning for another one.

We know that cultural context and nuance are key pieces of the puzzle when you want to connect meaningfully with others or identify potential barriers and relevant solutions. That’s why at VHR we are sensitive to them and their strategic impact.

We work in English, Spanish and French Research shows that people who speak more than one language can also view the world in different ways, depending on the language in which they are operating*. People may refer to or relate to things one way when they are speaking in English, and in a different way when speaking in Spanish—and of course, feel more at ease addressing certain issues in the language they use more often.

Because we are aware of all of this, we moderate in different languages, can switch between languages during a session to accommodate these differences, and keep all of this in mind during the analysis.

Services

Based in the San Francisco Bay Area, we partner with facilities, specialized recruiters, and interpreters to provide you full service across the United States and Latin America.

We use a variety of methodologies to help companies and organizations of all sizes get a comprehensive understanding of the people they serve.

Expertise

  • Advertisement evaluation

  • Concept development and optimization

  • Brand architecture

  • Brand equity

  • Product and package evaluation

  • Reputation

  • Culturally sensitive projects

Methodologies

  • In-person interviews

  • Telephone and online interviews

  • Family and friends group discussions

  • In-person and online group discussions

  • Ethnographies

  • Shop-alongs

  • Online boards