Our Focus Is You.

Not Us.

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).

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In 2014, the founders of Armature set out to build a company without the goal of 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 acquisition was hailed as the birth of something wonderful by the acquirers. And each time,
quality died a "death of a thousand cuts."

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One of the gifts in partnering with a smaller firm like Armature is that we are building our reputation. We can't coast on 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 

roots

of your Business Questions

While numbers can tell part of every story, Armature also uses our 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​

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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.

See the

Big Picture and make

sense

of it

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• 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: 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

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And most importantly, we are always learning.