In honor of our 15th anniversary, we sat down with our founder, Jason Kramer, for an interview to reflect on the journey of building Vital Findings—and what he’s learned along the way. From reimagining the role and impact of design in research to bridging the gap between insights and action, Jason shares lessons that will resonate with fellow insights professionals navigating an ever-evolving industry.
What inspired you to establish Vital Findings—what was your vision 15 years ago?
Research should lead to action. Creativity and design were the missing bridge.
Back in the early 2000s, the market research industry felt stagnant, overly corporate, and confined to cubicles and rigid processes. While research often produced quality data, it frequently failed to spark real impact for clients. It lacked creativity and a clear path to action.
After years of working in corporate high-rises, drowning in huge PowerPoint decks, I decided I wanted to build something different. I envisioned a company that functioned more like a creative agency—one where research wasn’t just about gathering data, but about translating insights into meaningful outcomes.
When it comes to making an impact, data alone isn’t enough. There needs to be a bridge between insights and action—and I saw design as that bridge. The goal was to create a company that delivers quality insights AND is laser-focused on the impact of that research—on actually helping and inspiring our clients to move forward with clarity and confidence. That’s why we integrated design as a core discipline, embracing innovative research methods and design thinking.
What three words sum up the evolution of your brand over the past 15 years?
Creative. Collaborative. Community.
These three words really capture the heart of who we are.
Vital Findings (VF) was launched with creativity at its core. We started by integrating design research methods into our work. A couple of years later, we hired our first full-time graphic designer. Since then, design has become an essential part of our team and how we work. Over the years, we’ve brought in incredibly talented people—from design thinkers to qualitative specialists—who have helped us expand and evolve our methods. Their influence has pushed us to approach problems in new ways, blending outside perspectives with our own to deliver more creative, impactful solutions.
Collaboration is a cornerstone of our process. We actively involve the entire team—from the most junior to the most senior—in brainstorming, analysis, and story development. We believe that diverse perspectives lead to stronger outcomes, and we create space for every voice to be heard.
Finally, community is about the culture we’ve built. We’re a tight-knit team—not just colleagues, but real friends. That sense of connection gives our company a unique personality and warmth. Yes, the work we do is exciting and meaningful—but it’s the people who make VF truly special. Our team brings curiosity, creativity, and heart to everything we do, and that’s what sets us apart—both in how we work with each other and with our clients.
Your business is built on creativity, storytelling, and collaboration. Were these always part of your philosophy—or did they evolve over time?
When I first started the company, I spoke with colleagues and clients about what they felt was missing from market research. Almost unanimously, they pointed to the same gap: the disconnect between conducting great research and actually driving action within organizations.
That insight became foundational to how we’ve built our approach. Motivating action has become one of our signatures. We start with our reports, which are story-driven and seamlessly merge design with data. Activation workshops often follow, where we ideate new business solutions with our clients’ internal stakeholders.
Storytelling has been a major area of growth for us. When we started out, we were determined to move beyond the limitations of PowerPoint. If you had told me 15 years ago that it would still be the dominant format for delivering research insights today, I would’ve been shocked. And yet, here we are—but we’ve found ways to evolve with it.
Our team has worked hard to transform what a PowerPoint presentation can be. We’ve hired designers with a strong creative eye and pushed ourselves to bring a level of thoughtfulness to visual storytelling that’s often missing in research.
That means more than just charts and graphs—it means using impactful imagery, integrating photos of real consumers, and designing each slide like a story page, not just a report. It’s an ongoing evolution, but one that’s made our deliverables not just more engaging, but more actionable.
What’s a client success story that still gives you a sense of pride today?
One project I often find myself returning to came during our very first year in business. A global consumer electronics company had just introduced one of the world’s first Bluetooth headsets. Today, Bluetooth earbuds are ubiquitous—but at the time, the concept of listening to music wirelessly was entirely new to most consumers.
The product was innovative: a headset worn around the neck, with earbuds that popped up, connected by wires. But when it first launched, it didn’t perform well in the market. Despite the disappointing results, the company believed in the product and wanted to relaunch it—something quite rare in consumer electronics. That’s where we came in.
Our research focused on uncovering why the initial launch fell flat and what could be done differently to help it succeed. One of the most surprising insights was how people physically interpreted the product. Because it was such a novel form factor, some users mistakenly assumed it should be worn on top of the head, like a crown, rather than around the neck. There were also issues with distribution. Consumers expected to find it in electronics retailers like Best Buy or online via Amazon, but it was primarily sold through mobile phone stores—a mismatch that contributed to poor visibility and sales.
Armed with these insights, the company made critical adjustments to both the product messaging and the retail strategy. They relaunched the headset—and this time, it took off. It went on to become one of the top five bestselling Bluetooth headsets globally for nearly a decade.
This project stands out not just because of the success, but because it showcased the power of research to diagnose, pivot, and ultimately drive real business outcomes. It also reminded us that great products don’t always succeed on their own—they need the right context, positioning, and connection to the consumer.
We’ll be back with more Q&A insights from Jason as we celebrate 15 years of Vital Findings. In the meantime, we’d love to hear from you—how do you see the insights industry evolving? Share your perspective on LinkedIn or send us an email.
