MARU/VCR&C Launches New Qualitative Insights Research Group, Further Strengthening Its Expertise in Community-Based Insights

September 15, 2016

Innovative offering will leverage online technologies including video and multimedia to provide deeper insight into consumer behavior

SAN FRANCISCO – (September 15, 2016) – MARU/VCR&C, a leading innovator in the use of technology and insight communities for market research, has launched a new Qualitative Insights Center of Excellence designed to leverage a broad range of online technologies in developing deeper insight into consumer behavior.

The team is headed by senior vice president, Tommy Stinson, a recognized leader in building and directing innovative qualitative programs. A 15-year industry veteran, Stinson directed global qualitative offer development, thought leadership, and execution for multiple major brands in the U.S. and around the world prior to joining MARU/VCR&C.

“MARU/VCR&C is at the vanguard of the industry when it comes to conducting community-based research to identify compelling strategic insights,” said Stinson. “We’re now building on this expertise to more fully incorporate innovative qualitative methods to give our clients a richer, deeper understanding of what motivates consumers.”

Stinson added, “The way we as individuals communicate today is fundamentally different than it was just a few years ago, thanks to online tools, social media, and the ubiquitous smart phone. We want to leverage the interactivity of these evolving technologies to create an even more productive dialogue with our communities.”

A leading innovator in the use of Insight Communities, MARU/VCR&C is building on its deep vertical market expertise and established research base to provide clients with qualitative insights through rapid, cost-efficient access to targeted samples of highly engaged individuals. Features of the Qualitative Insights initiative include:

  • The use of innovative tools to elicit more engaging and thoughtful responses (mobile missions, diaries, projective techniques, semiotics, etc.);
  • Access to known respondents anxious to enter into dialogue;
  • The ability to leverage community engagement; and,
  • Speed of insight through the use of communities and the application of innovative technology to accelerate analysis.

“With this new program, we’re providing a higher level of immersion and insight than what has previously been offered by the research community, taking emergent technologies and applying them to the qualitative process,” Stinson said. “We think this will be a powerful tool aiding the decision-making process from product conception through go-to-market.”

MARU/VCR&C Qualitative Insights is designed as a standalone research offering, as well as an enhancement to a quantitative research program. It is available globally in Asia, Europe, and Latin and North America.


MARU/VCR&C, formerly the Research & Consulting division of Vision Critical, is a professional services firm that helps its clients improve business outcomes by being more empathetic to their customers. It delivers services through teams of sector-specific research consultants that have technology in their DNA, specializing in the use of Insight Community technology. MARU/VCR&C research drives decision making across all aspects of customer experience, including innovation, product, branding, commercialization and communications.

About MARU Group

MARU Group is a technology enabled professional services firm delivering information and insight services. Operating in multiple countries, MARU Group provides research, insight and advisory services to large enterprises across a broad spectrum of industries and markets. Founded in 2016, MARU Group’s core area of expertise is providing fast and strategic customer feedback to corporates through a variety of technology platforms. Led by market intelligence industry veteran Ged Parton, MARU Group is backed by Primary Capital Partners LLP, a United Kingdom-based provider of private equity finance for high potential and growth companies.

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