HOME-BASED, ACTIONABLE INSIGHTS
User-centered, qualitative research focused on home transformation industries resulting in innovative & actionable insights.
WHAT MAKES US UNIQUE
We're not your typical consultancy. Cookie-cutter systems and stagnant findings have no place here. Instead, we take a bespoke approach, tailoring every project to your needs. Rather than a large, impersonal organization, we are a dedicated, focused team committed to delivering meaningful insights. Deep expertise in consumer behavior and home improvement allows us to uncover what truly matters and transform insights into clear, actionable strategies that drive real impact.
SEASONED PROFESSIONALS
Our expertise runs deep. Decades of experience in research, strategy, design, and business development have shaped our ability to drive strategic growth across industries. By blending cultural anthropology, ethnography, product innovation, and market strategy, we deliver insights that matter. Whether shaping business decisions or optimizing customer experiences, we bring the right mix of analytical depth, creative thinking, and practical execution.
ACTIONABLE INSIGHTS
We don’t just deliver insights—we drive action. Our research translates into clear, strategic recommendations that create real business impact. Expertise across tech, retail, healthcare, and consumer goods enables us to turn findings into results. You'll come away with clarity, direction, and the confidence to act on tangible next steps.
BESPOKE, CURATED APPROACHES
No two challenges are the same, so we don’t rely on one-size-fits-all methods. Every project at DEN is tailored to fit our clients’ unique needs. A flexible and collaborative approach allows us to adapt to changes and challenges while making sure every stakeholder has a voice. By co-creating solutions, we move beyond surface-level findings to deliver research that is insightful, actionable, and aligned with real-world goals.
COMPREHENSIVE DESIGN THINKING
We approach research with the same depth and creativity as design. Design thinking isn’t just a process; it’s a mindset that drives how we explore problems, uncover insights, and develop solutions. Taking a holistic approach, we connect the dots between human behavior, business objectives, and industry trends. Our research doesn’t just inform decisions—it shapes strategy, fuels innovation, and helps you create experiences that truly resonate.
Our Team
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Dr. Katie Flores
Principal Researcher
With a PhD in cultural anthropology and over a decade of experience in research and strategy, Katie Flores has helped companies like 3Pillar Global, Amazon, and Best Buy uncover deep insights about their users. She specializes in translating complex behaviors into actionable strategies that drive business decisions and shape meaningful customer experiences. Bringing an anthropological lens to design research, she helps brands connect with their audiences in more human-centered and culturally relevant ways.
Casiana Pascariu
Lead Researcher
Casiana offers 15 years of research expertise in organizational change, policy development, and stakeholder engagement. She has led initiatives with institutions such as the Government of Dubai and Romania’s Ministry of Education. Casiana blends rigorous analysis with cultural sensitivity to uncover deep consumer and organizational insights.
As the co-owner of Bloomin' Blinds, where she has worked directly with thousands of customers in the home improvement industry—she is offering her a unique, on-the-ground perspective on consumer behavior and market trends
Joseph Graceffa
Director of Design & Innovation
Joseph is an accomplished design leader with 20+ years of award-winning experience at top-tier design firms and corporations, including a 17-year tenure at IDEO. Specializing in creating innovative Brand Experiences, Joseph has led design efforts for the world’s leading organizations including: Ford Motor Company, PepsiCo, Lilly, Blue Cross & Blue Shield, Conagra, Major League Soccer, and MillerCoors.
Mohsen Morsy
Head of Business Development and Strategy
Morsy brings over 15 years of expertise in business development, strategic growth, and wholesale operations across B2B and B2C markets. In addition he owns and operates a successful window covering business in Arizona. His experience spans the fashion retail industry, where he worked with global brands such as Guess and Kate Spade, as well as over 10 international brands across MENA, the USA, Europe, and Asia. Morsy excels in identifying market opportunities, driving revenue growth, and building strategic partnerships to scale businesses effectively.
Ioana Morosanu
Project Manager
Ioana combines her expertise in product management and user experience with a strategic, results-driven approach to project management. She specializes in leading cross-functional teams, optimizing workflows, and ensuring the successful execution of research initiatives. With a strong background in products optimization, stakeholder collaboration, and data-driven decision-making, she drives efficiency, fosters innovation, and delivers high-impact insights that support business growth.
OUR OFFERINGS
We understand that research is only as valuable as the insights it generates. At DEN, we use a range of qualitative and strategic research methods to uncover deep human behaviors, market trends, and competitive landscapes. Whether you need to refine a product, understand your audience, or test new ideas, our tailored approach ensures you get actionable insights that drive meaningful outcomes.
Qualitative Interviews
In-depth conversations that uncover motivations, behaviors, and unmet needs to inform strategic decisions.
Customer Journey Mapping
A visual representation of the end-to-end customer experience that highlights key touchpoints, pain points, and areas for improvement.
Diary Studies
Longitudinal research that captures real-time user experiences, providing a deeper understanding of daily habits and decision-making.
Focus Group Moderation
Structured discussions that surface key insights, challenge assumptions, and test ideas with target audiences.
Concept Testing & Prototype Evaluation
A research-driven approach to gathering feedback on early concepts and prototypes, refining ideas before launch.
Competitive Analyses
A detailed assessment of competitors' strengths, weaknesses, and positioning to uncover market opportunities.
In-Context Observations
Real-world studies that reveal how people interact with products and environments, uncovering authentic behaviors and challenges.
User Personas & User Profiles
Research-backed representations of target users that guide product development, design, and marketing strategies.
Digital Ethnography
An analysis of online interactions, digital behaviors, and cultural trends to uncover new opportunities and audience insights.
Usability Testing
An evaluation of how real users interact with a product to identify friction points and improve overall experience.
Trend & Market Research
An exploration of industry shifts, emerging behaviors, and market trends that provide strategic direction.
Workshop Facilitation
Structured sessions that foster collaboration, generate ideas, and align teams on strategic decisions.