We punch well above our weight
We power innovative ideas.
It's not just about keeping all the balls in the air--it's making sense of them.
We're enthusiastic about what we do.
At Armature, we do things differently--and we're not afraid to stand out.
There is usually more in your data to reveal.
See the effects of our work.
Our Focus Is You.
For many companies, self-promotion is bred deep in the bone. They have growth targets, acquisition plans, and "strategic alliances" to trumpet. They hire staff to spread word of their greatness, assuring you their employees are the best in the business (and beloved by all).
Six years ago, the founders of Armature set out to build a company with the unusual goal of not becoming an empire. In their combined 30 years of healthcare market research (now
it's 40+), they had worked for five different companies that changed owners—from fairly small hands into much larger ones. Each time, the move was hailed (by the acquirers) as the birth of something wonderful. And each time,
quality died the "death of a thousand cuts."
One of the many gifts in partnering with a firm like Armature is that we are still building our company's reputation. We can't coast on the global awareness or our name or sidestep quality because "quarterly revenue numbers" are looming. We have to strive for excellence
as defined by you. Every time.
Get to the
of your Business Questions
While numbers tell a critical part of most stories, Armature also uses unique qualitative methods to home in on less-quantifiable factors such as:
Emotional drivers and barriers
Practical influences that research may not highlight
Unseen or undeveloped market opportunities
A complete picture of the market landscape
Unusual observations that may reveal a hidden truth
We believe in the importance of a strong, open working relationship.
Our clients are a crucial source of insight for us. As we do in interviews
and focus groups, we work to ensure that you are being heard—and that
your core thoughts, needs, and goals are addressed in full.
Big Picture and make
We design instruments that allow respondents to demonstrate (in addition to state) their decisions, perceptions, and attitudes
We write surveys to minimize response bias
We ask questions that have ecological validity: all the survey tasks and asks mirror a respondent's real world decisions
We account for inherent biases, for example, by calibration of primary market research data
We check our work. We inspect soft-launch datafile for accuracy and we run analytics for quality checks at multiple stages during field
We test assumptions and hypotheses before, during, and after data collection and analytic delivery
And most importantly, we are always learning.