Market Research and Messaging

First Mover Research


Our PhD consultants have expertise in multimodal market research methodologies that let you understand what people do, how they do it and why. Help your customers and partners achieve their goals by designing strategies that sync with their conceptions of how things work.  We deploy cutting edge techniques from sociolinguistics, semiotics, activity theory and comparative analysis, in conjunction with well-known quantitative and qualitative methods from marketing such as online focus groups and surveys. This approach brings you a more complete picture of what’s going on in markets, organizations and communities than standard survey techniques alone.

Some of the techniques and approaches we use include:

  • Multimodal discourse analysis
  • Social practice analysis
  • Process mapping
  • CHAT analysis
  • Phenomenographic analysis
  • Quantitative text analysis
  • Thematic analysis and qualitative text mining
  • GIS analysis
  • Fuzzy set qualitative comparative analysis (fsQCA)
  • MaxDiff
  • Price Testing
  • Latent Class Analysis
  • Logistic and multivariate regression
  • RFM analysis

These techniques are deployed in conjunction with data collection methodologies such as:

  • Interviews
  • Surveys
  • Participant observation
  • Naturalistic observation
  • Online focus groups
  • Visual elicitation
  • Experiments
  • Desk research such as literature reviews, web scraping and other types of open source intelligence gathering.

Please contact us at for more information or visit us at

Area of focus:

Market Research and Messaging

Contact Information

First Mover Research


Winnipeg, Manitoba, Canada