At Khayan, we approach research with one simple principle: if you want to understand how people make decisions, you have to meet them where those decisions happen. That means talking to them in person, watching how they respond to real choices, and paying attention to what’s said—and what’s not.
In one of our recent projects, we set out to understand how people choose between competing products. We didn’t just sit behind a screen and wait for anonymous online survey results to come in—we went out into four provinces across Thailand, met with hundreds of respondents, and spoke directly with those who actually use the product in question. We didn’t just ask what they preferred—we asked why, and then kept listening.
We’ve learned not to assume what matters to people. It’s easy to think that certain product features will stand out—maybe health benefits, or origin, or some technical details. But in this project, the recurring reasons were much simpler: daily habits, ease of purchase, price, and whether it felt trustworthy. Health was rarely mentioned, even though it was expected. That shift only became obvious once we heard it repeated in different settings—from structured interviews to group conversations.
A lot of what we do comes down to watching and listening. We don’t rush through interviews. We sit with people. We watch how they react when they see a brand again. We notice when they hesitate, or when a memory needs a prompt. And because we’re there in person, we can follow up—not with a scripted question, but with a natural one. “Why do you say that?” “Have you always bought it?” “What made you switch?” Those small questions often lead to the biggest answers.
Research isn’t just about data for us—it’s about understanding people’s routines, assumptions, and small habits. That’s what makes a difference in marketing. It’s not always dramatic, but it’s real. We don’t present our findings with marketing spin—we tell you what we saw, what we heard, and what it means for your brand. If you’re looking for that kind of research—straightforward, grounded, and focused on the people who actually matter to your business—we’d be happy to talk.