We started out as buyers of market research over 25 years ago. We have seen the evolution of the industry and noticed that it had begun to diverge from the latest understandings in the social sciences as it moved toward the over use of simplistic quantitative DIY online surveys driven by SaaS platform marketing. Having used such platforms ourselves, we often found them unable to provide reliable knowledge about what was actually going on with our customers. The assumptions baked into the DIY platforms led to partial, and sometimes misleading, insights. First Mover Research was started as an alternative for managers who know the importance of getting a complete understanding of what their customers, members and citizens think is going on, so they can understand why they do what they do . . . and how.