Great insights don’t just inform—they feel intuitive
At Intuitive Insights, we help businesses uncover the deep, human truths behind customer behaviors. Using qualitative research methods, we translate complex experiences into clear, actionable insights.
Our Services
We provide services that span your research, strategy, and design needs. Our approach is method-agnostic—meaning we don’t prescribe solutions before understanding the problem. We tailor our research methods to fit your unique goals, selecting the right tools only after we’ve explored the landscape.
Research & Discovery
Qualitative research: in-depth interviews, focus groups, online discussion groups, diary studies
Exploratory market research: ethnographic field research, shop-alongs, product / service opportunity area mapping, conceptual prototype testing, competitor and benchmark analysis
Mixed-methods research: customer experience surveys (rating scales, multiple choice, ranking questions, and open-ended responses), A/B testing with open-ended feedback
Evaluation & Validation
Usability studies: for physical products, digital products, and services
Iterative prototype testing: for “works-like” and/or “looks-like” designs at low, medium, and high-fidelity
Evaluative research: for existing products, services, and experiences
Service & Journey Mapping
Customer journey mapping: of behaviors, interactions, and pain points to reveal opportunity areas
Service blueprinting: of front and back-of-house operations, interactions, and support processes
Persona generation: for detailed customer profiles to understand your target audience’s needs, motivations, and behaviors
Customer segmentation: for tailored marketing, sales, and product development depending on customer demographics and psychographics
Workshop facilitation & coaching
We guide your business teams through problem definition, understanding your customer, concept ideation, translating research insights into action, and opportunity mapping
We work directly with your customers in customer usability, ideation, or co-creation sessions
We offer human-centered design coaching and education around implementing design thinking into your organization, embracing “failure” as a learning tool, or brainstorming and creative problem-solving techniques
Cross-industry expertise
While we bring deep experience in the following industries, our versatile research practices are designed to uncover insights in any domain. No matter what your industry, Intuitive Insights is excited to help you uncover what truly matters to your customers.
Healthcare & Medical
Healthcare services, medical devices, patient / caregiver experience
Insurance
Health, medical, dental, auto, and long-term care insurance
Environmental Sustainability
Products, processes, and systems with a sustainability focus
Consumer & Retail
Consumer products, retail, e-commerce
Start-Ups
Emerging technologies, new ventures, Blue Ocean markets
Communication & Service Platforms
Customer service systems, multi-channel communication platforms, app and web development for B2B and B2C service portals
research Audiences
Uncovering the most influential insights includes listening to all voices. We conduct customer research far beyond the typical buyer-seller dynamic. Intuitive Insights works with robust recruitment partners to find highly qualified research participants. When we say we listen to your “customers”, that could mean…
End users
The primary individuals who directly interact with the product, service, or system
Brokers & intermediaries
Agents, consultants, or third parties who facilitate services
Consumers
Individuals or organizations making purchasing decisions (e.g., shoppers, corporate buyers, procurement teams)
Decision-makers & Partners
Executive leadership (e.g., C-suite making product decisions)
Business partners, vendors, or suppliers
Industry experts and consultants
Stakeholders
Family, friends, or caregivers
Internal stakeholders (e.g., employees, managers, and leadership teams)
External stakeholders (e.g., regulatory bodies, community groups)
Service & Support providers
Frontline staff (e.g., customer service representatives, healthcare workers)
Platform providers (e.g., payment processors, logistics services)
Technicians, repair teams, or delivery personnel
About us
Intuitive Insights provides comprehensive research and strategic insights that unlock meaningful change for your organization.
At Intuitive Insights, we strive to uncover the motivations, needs, and behaviors that drive customer decision-making. Our approach isn’t just about gathering data—it’s about finding the patterns and emotional truths that make insights feel intuitive. Because when you deeply understand your customers, the right path forward becomes clear.
Paige Hendersen is the Principal Researcher and Founder of Intuitive Insights LLC. Her path to customer insights began in mechanical engineering, where she discovered that designing products wasn’t just technical—it was creative, intuitive, and deeply human. Drawn to understanding the needs and desires of end users, she transitioned from engineering into human-centered design research.
Paige has served as a qualitative research lead at a market research consultancy and an insurance organization, where she led product, marketing, and business strategy teams in uncovering meaningful insights to shape their products and experiences. Paige holds a B.S. in Mechanical Engineering from Northeastern University and an M.S. in Engineering Design Innovation from Northwestern University.
In addition to her strategic research work at Intuitive Insights, Paige is a lecturer at Northwestern’s Segal Design Institute, teaching Design Thinking & Communication to first-year engineering students. In her free time, you can find Paige walking her dog along the lake in Chicago, experimenting with new fine arts techniques (recently: printmaking, flower pressing, and rug tufting), or keeping up with the latest season of RuPaul’s Drag Race.
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Great research starts with a great conversation. If you're looking for a partner in strategic design research, unlocking customer insights, or design workshop facilitation, let's connect and explore how Intuitive Insights can help.