Helping companies understand their customers.

What They Think Research shines a spotlight inside the mind of your target audience, helping you change the way you think about them and your business. Our qualitative approaches are designed to delve into emotions and feelings — the true driver for purchase decisions. In the end, you’ll walk away with a deeper understanding of your customers and how to reach them.

Our primary focus is on new product development, innovation, customer experience and rebranding. 

Our Services

Qualitative Insights, Ideation & Innovation

Group Moderation


Quantitative + Qualitative Research


Consultant, facilitator, collaborator, strategist, Pat Snyder is Founder and President of What They Think Research. Throughout her four decade career, Pat has been on both the client and agency side of marketing, communications and research. She opened What They Think Research in 1997, and since then has worked with some of the most well-recognized brands in the country to understand what customers value and the emotional drivers that build relationships.

“We design original qualitative research approaches to identify the moments of truth that give companies a competitive advantage.”

Pat Snyder