"It was really important to us that we have a diverse sample, diverse in a wide range of ways, and that our data has some real breadth to it. We also knew that we wanted to have really deep conversations with parents and be able to contextualize their approaches to …

“It was exciting because the concepts that we came up with for accessibility limitations very clearly were concepts participants were excited about even those without accessibility limitations. And this makes sense conceptually, theoretically: Designing for accessibility and designing for edge cases means innovating for everyone.”

"More than ever before, we’re striving for consumer-led innovation. Tools like dscout allow us to walk that walk, and actually not only want to do that, but actually do that, by truly understanding the consumers we serve."

"After about 10 interviews, we heard a few key themes pop up again and again. We held a debrief session, designed a few solutions, and made some language and sequencing changes immediately. The detail and clarity of the feedback gave us the confidence we needed to act quickly."

“[Brands need to start] thinking about brand expression in less rigid terms and about the ways that your brand can come to life. Gen Z is a group of people who are so incredibly aware of their own identity, culture, and of how brands work. And they're able to kind …

“It is so eye-opening to hear and see real people in their homes, their cars, wherever they do mobile work, talk about their pain points and what motivates them. How they're responding to different product or communications experiences. It's really undeniable, once you're exposed to it.”

“We’d recruited scouts in the path of Hurricane Irma before it made landfall. We were simultaneously watching reports from scouts come in at the same time as we were seeing events unfold on the news.”

“We had this observation that the technology was fairly complex and could only be totally understood by kids in the nine-to-ten-year age range. But that was also exactly when kids moved away from toys they played when they were younger. So we got to this conclusion in a week or …

“As we start to make meaningful progress toward what we’re recommending, we’re going to immediately start learning things that challenge that vision. Yes, We have this future-facing, North Star vision for whatever initiative we happen to be working on, but it is not set in stone. As we learn things …

"I hadn’t talked to potential customers yet and started to think, ‘Do people really use a changing table or do they just avoid it? Do they not even go into the store?"

"I think what was a big aha moment is just how much the research would impact our go-to-market strategy and marketing language. And we've used so much of the keywords from the word cloud in our language, whether that's the website, or our pitch decks."

“For me, dscout is the best research tool out there for doing app research, or for doing research on users of technology.”

"Instead of having simple well-crafted tools that can all work together, companies are incentivized to create big, bloated all-purpose mega-platforms."

“Co-creation is not just some creative, fuzzy, front-end thing. The dscout missions actually helped us determine one of the most fundamental, left-brain, engineering things: the dimensions of the phone.”

"The client doesn't care about your tools—they just care about the information."