Serving as the Brand Marketing Director for numerous nationally known brands for over 15 years,  Bill Mayer (our founder) sat behind the glass for a lot of great qualitative research - and some that wasn't so great.  He quickly realized that the key to creating winning brand starts by truly understanding the consumer better than your competition.  

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Brands that actually understand the reason for current consumer perceptions, and true core purchase motivators, then apply that learning to create meaningful points of differentiation, will win - every time!  Behavior changing brand differentiation and relevance stem from great consumer research.   Yes- it is that simple.  

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Bill left big brand marketing to start The Bartenders (B.A.R. = Brand And Research) with a clear mission to uncover and deliver meaningful, relevant and actionable qualitative consumer insights to our brand clients. After personally conducting over 700 traditional focus groups - he knew there had to be a better way to uncover relevant, meaningful insights.  

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The sterile, clinical environment of traditional focus groups can be effective (when done well) - but it is a painful experience for everyone involved. Bill started experimenting with focus group tactics and approaches with ethnography, observational research, intercepts and simple common sense - and eventually created Consumer Immersions. 

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After 25 years in big brand marketing and consumer research - Bill will tell you directly "I have no doubt that our Consumer Immersion model is the most effective methodology for obtaining open, honest, deep consumer insights - for any brand in any category."

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The BARtenders are brand strategists with a passion for consumer research.  We deliver meaningful consumer insights and strategic recommendations that help brands thrive.