For over 30 years our qualitative research has helped information technology companies gain the insights necessary to successfully introduce and position new products and services.

We know how technology decisionmakers think.

Expertise only comes with knowledge and experience. For more than 30 years, Yarnell has discovered and analyzed the attitudes, perceptions and behaviors of information technology decisionmakers and users across a wide range of enterprises, industries and nations for some of the world’s leading technology companies.

Our Approach

We focus on discovering answers to questions such as:

  • How do decisionmakers “frame” their choice situation and why: is it routine or non-routine? how do they view the options they confront? how do they think about the potential outcomes? for their organization? for themselves? 
  • What decision rules do they use? How do these rules interact with the frames decisionmakers use?

Over the years we have discovered the answers to these questions among CIOs, CSOs, IT management, developers, et al., enabling our technology clients to conduct thousands of successful research projects including new product development, branding, positioning and messaging.

What We Do

How we work

We work closely with our clients to ensure that the right method and sample are selected to achieve project objectives. [If we don’t think qualitative is the right approach, we are not shy about telling our client.] 

We handle all aspects of the project, from design and execution to reporting. We have long relationships with recruiters around the world who know we are obsessive about having the right people in your projects. And, when conducting the research, we make sure we ask the right questions of those people, and in a way that they can understand and validly answer. Because bad data looks like good data once analyzed, nothing is more important than asking the right questions of the right people.