The idea of a company of associates is a founding principle for Primary Insights, Inc. The company consists of a team of talented individuals relying on and respecting each others' skills and work ethic to produce research that is as close to perfect as possible—in strategic focus, design, and execution.

It may be said that we don't train people to be Primary Insights associates. Instead, the company finds people who already embody its high standard of ethics, innovation, and quality and teaches them to apply these characteristics to qualitative research.