Colloquial Insights is a full-service strategic qualitative research consulting agency.

Since launching in 2015, Colloquial has partnered with numerous best-in-class brands to uncover compelling insights into the lives of their consumers, investigate new global markets and white spaces, position themselves uniquely and compellingly within their category, develop impactful advertising, explore product white spaces, and more.

We take a customized, boutique approach to qualitative research -- no pre-fab solutions. We pride ourselves on our smart custom designs and innovative methodologies, tailored to the objectives (and budgets) of the project.

Colloquial’s founder, Dan Drath, has 20 years’ experience in qualitative research and studying Millennials in particular.  He built and directed the Custom Research practice at TRU (Teenage Research Unlimited) over 15+ years, studying Millennials from their first cell phones and debit cards then to becoming parents and buying homes now.

Our team is based in San Francisco and Chicago, tapping into additional talent globally to fit projects’ scope and demands.

We have a deep bench of partners we leverage regularly, including moderators, videographers, graphic designers, and illustrators -- in the US and globally.

Colloquial’s Fortune 500 clients span the category landscape of consumers’ lives, keeping us immersed in modern, mobile lifestyles.  

We’ve developed deep category understanding and expertise across many categories, including:

  • Pet food

  • Retail

  • Skincare

  • Smart home tech

  • Smart TVs

  • Smartphones, tablets

  • Social media

  • Wearable tech, smartwatches, fitness trackers

  • Advertising

  • Anti-tobacco issues

  • Apps and user experience

  • Fashion, apparel, footwear, denim

  • Fitness, health and wellness

  • Gaming

  • Music, streaming

  • Outdoor activities

 

Meet Team Colloquial

DAN DRATH
PRINCIPAL

 

Founder and principal of Colloquial Insights, Dan is a dynamic insights-driven Millennial research expert, fluent across categories. He’s a compelling qualitative moderator, presenter, strategist, research SWAT team leader.

Most notably, Dan built TRU’s Custom Research practice during a 15+ year career as:

  • Lead methodologist and innovator, pioneering multiple in-context and online techniques.

  • Brand strategist immersed across categories. Digital Life expert.

  • Global research SWAT team leader and synthesizer.

  • Engaging, dynamic moderator.

  • Sometimes-reluctant quantitative number cruncher

  • Energetic, compelling presenter and storyteller.

  • Mentor to emerging talent.

After finishing his BA in American History (with focus on both gender and African American studies) at Princeton University, Dan spent time in Chicago before returning home to San Francisco.  

A camp counselor both attitudinally and historically, Dan loves beach time with Bear the Bernedoodle, officiating the occasional wedding, driving his nephew’s carpool runs, playing a serious game of Settlers of Catan, and mixing a pretty mean Manhattan.

 

 
 
 

LAUREN GREENWOOD
DIRECTOR, INSIGHTS AND OPERATIONS

 

Colloquial’s Director for Insights and Operations, Lauren Greenwood is a detail-fixated qualitative research junkie.  She’s well versed across methodologies, managing large-scale projects globally.

Lauren started her research career in 2010 at TRU, the first global youth research expert. She’s a standout:

  • Research manager

  • Respondent wrangler

  • Insights reporter

  • Globe trotter and road warrior

A Los Angeles native, Lauren enthusiastically made Chicago her home after finishing her BS in Marketing at DePaul University in 2009.

After moving to the Chicago suburbs in 2021, Lauren added “mom” to her resume when she and her husband welcomed their daughter Morgan in early 2022. They love traveling as a family and can often be found hiking, at a concert, or checking out new restaurants or breweries.

 
 

Follow us on Instagram to see where in the world Team Colloquial is working
@colloquialinsights | #teamCQL

 

COLLOQUIAL INSIGHTS is a registered trademark of DDQI LLC dba COLLOQUIAL INSIGHTS