Conifer

Founded in 2001 by Ben Jacobson, Conifer Research began with a mission to produce evergreen research systems that leverage the enormous potential of ethnographic research. What started as a dedicated effort to bring practical insight to companies wishing to change and innovate has grown into a leading human-centered research and innovation consultancy. Based in Chicago, the firm has spent over two decades helping clients understand the everyday lives and experiences of the people they hope to engage, blending ethnographic, quantitative, and design research methods to uncover transformative insights.

Today, Conifer Research is known for its multidisciplinary team of anthropologists, social scientists, strategists, and information designers who tackle projects differently than traditional market researchers. By immersing themselves in people's lives, homes, and daily routines, they witness whole experiences to develop deep empathy and actionable strategies. Their work spans across various industries, helping organizations align business activities with the real lives and needs of customers, ultimately driving true innovation, market differentiation, and sustainable business growth.