About us
Fabric is the leading platform for quick-turn, video-based qualitative market research, for messaging studies (advertising, brand, marketing, packaging, signage, apps and sites) and product design studies (digital, analog, UX and UI).
Our clients
Some of the world's most recognized brands, ad agencies, product design teams and UX researchers trust Fabric to uncover valuable insights. Google, Nike, Verizon, Wieden + Kennedy, Omnicom and 72andSunny are among our clients.
Our mission
Fabric's mission is to help researchers understand the fabric of people's everyday lives, via video.
What we believe
In our decades of work in market research, product development, R&D and more, we have learned that emotion is the biggest driver of human behavior. Our belief in the strength of emotion informs everything we do.
The most powerful consumer insights are rooted in a deep emotional understanding of people. The vast majority of human motivation, behavior, attitude, belonging and, ultimately, decision-making is driven by emotion.
We are video-centric because video is the most emotional of all media. It is the best way to capture and share visceral, authentic, emotional consumer feedback. Nothing changes the course of a meeting like a highlight reel of consumers explaining themselves, in their own environment, in their own words.
We insist on the highest quality of recruitment. Especially with qual, finding the right people matters.
We created our own proprietary AI based on sentiment and emotion. It augments our researchers' ability to parse datasets quickly and to check their own biases.
Learn moreOur founder
Strategist, filmmaker and founder of Fabric.
Tom is the thought leader behind insights and creative strategies for advertising and product design at Nike, Apple, Google, Sonos and other brands.
He is also known for his documentary film, Briefly, in which he interviewed visionaries including Frank Gehry, Yves Behar, David Rockwell, John Boiler, Maira Kalman and John C Jay about how to use the brief to achieve creative excellence, consistently.
Research and academia
Fabric is honored to work with researchers and educators who push qualitative methods forward.
Ongoing, with Dr. Steven Dow.
Ongoing, with Dr. Martin Lautman.
Past collaboration with the HCI Masters program.
Past collaboration.
Launch a study in minutes and watch the answers arrive as people record them.