We believe in the power of curiosity.

Now What is a global insight, innovation, and strategy partner to the world’s most iconic and influential companies. We take on their complex, left-brain-won’t-fix-it questions about people, culture, brands, behavior, and the future that completely change the game when you crack them.

Learn more about curiosity by taking our Curiosity Styles Assessment.

Purpose

As the Creative Question Company, we don’t settle for the easy answers.

We fight for better questions that challenge assumptions, elevate diverse perspectives, nurture empathy, and inspire creativity.

To question what is and imagine what can be.

Clients

We’re for the C-Suite, Insight, Brand, and Innovation teams that push back to push further.

We put our boundless curiosity to work across all industries, including tech, travel, retail, entertainment, CPG, and healthcare.

We partner with a mindset.

Services

Better questions lead to better
strategy and better storytelling.

Questions are the springboard for every great discovery, every groundbreaking invention, and every transformative idea.

Here are the questions our clients ask most:

Who is my audience?

Consumer exploratory
Segmentation
Attitudes and usage
How can my brand break through?

Brand positioning
Portfolio strategy
Message optimization
How can we change behaviors?

Journey mapping
Brand love/loyalty
Jobs to be done
How do I take my business into the future?

Whitespace mapping
Product Innovation
UX and experience design
What questions should we be asking?

Competitive deep dive
Research synthesis
Cultural trend hunting
How do I help my team be more strategic?

Strategic consulting
Customized training
Cross functional facilitation