Better Experiences through Shared Understanding.
That’s it. That is our vision for the world, and the driving force behind noodle research + strategy: to design better experiences through shared understanding. How do we do this? Through qualitative research and strategic workshop experiences.
We are a boutique qualitative research and strategy agency based in Durham, NC dedicated to uncovering people’s deep, authentic perspectives and motivations. As a woman-owned and operated firm, we specialize in reframing the most complex challenges as clear, actionable opportunities for growth and innovation. We help our clients understand the why behind the what in people’s behaviors and preferences.
What We Do & How We Drive Results
We move beyond surface-level data, utilizing innovative research techniques like business anthropology, ethnography, humanity-centered design, and participatory design to truly understand user needs, motivations, and behaviors. Our mission is to provide our clients with deeply understood, actionable insights that lead to:
Compelling User Experiences: Inform the design products and services that truly resonate and stick.
Measurable Business Growth: Drive adoption, increase loyalty, and achieve clear, bottom-line results.
Confident, Humanity-Centric Decisions: Trade risk and assumption for empathy and evidence.
Let's collaborate to transform challenges into competitive advantages.
noodle in 90-seconds: hear noodle Co-founders Anna Lawton and Kevin Shane describe what noodle is and what noodle does
“Companies and organizations often struggle to see the forest for the trees. They tend to work in siloed teams and fail to appreciate the myriad systems and cultures that impact behaviors and decision-making at all levels. noodle brings that anthropological lens to help you zoom out and see the bigger picture.”
- Anna Lawton // Co-founder & Managing Partner
Clients & Partners
Professional Associations
