Studying Humans In The Wild


Since its inception in 2000, the Spearfish team has been exploring the consumer experience through journeys which closely examine the mindset behind every kind of brand consideration and decision.
We help marketers understand and appreciate the rational and emotional underpinnings of consumer behavior. Why consumers lapse. Why they take decisive, often unpredictable action. What triggers interest, consideration and selection. The why’s behind the reasons. All brought to you by our unique approach: Studying Humans in the Wild.
If you and your team want to explore your brand at a deeper, more meaningful level, sign up for the next expedition. We’ll introduce you to consumers in the wild.

“Our admiration for your interview skills is huge. Your follow-up questions always help you plunge deeper for more answers. Thank you for keeping our executive team focused and keeping things light in our strategic planning sessions. I can tell the team is really responding to you.”

Lewis Shaw
Chairman, Jackson Shaw

“My mentor, Norman Brinker, often said to never stop learning, and when inquiring about what to study, he would reply that to be successful you had to be a good student of Human Behavior. And though developing a good gut for decision making is quite useful, when we really needed to know something I always chose Spearfish!  Anyone can bury you with slides and information. Dwight Fletcher and his Spearfish team get you the answers you need.”

John Miller
CEO, Denny’s Corporation

“Stellar work! Your insights reports are very interesting. Your research was very well received within the organization, and we refer to it often. In fact, your findings helped us create an unusually high-scoring radio campaign.”

Research Team

“Having an insights person conducting the guest interviews greatly increases the value of the input.”

Cynthia Davis, Director of Brand Insights,
Denny’s Corporation

“I love the way Fletcher captures insights
and the way he thinks.”

Howard Terry, President,
Golden Corporation – Texadelphia, Golden Chick, Heff’s

“Spearfish did excellent work for us.”

Steven Davis
Former Senior Vice President, Pizza Hut

“Thanks for taking the assignment! Your report was informative, pertinent, and the incredible amount of work you put into it was clearly visible. Plus, the beautiful video clips brought to life the obvious urgency you expressed by listening to real people.”

Henry Leonard
President/CEO, Café Express

“Your quick, creative research methods help our team answer business questions and build confidence to sell our ideas to leadership.”

Research Team
Pizza Hut

“I have worked with Dwight Fletcher in a variety of roles, most recently as he has supported my firm, CIC Partners, and earlier in my position as President and CEO of Pizza Hut, in gaining insights for our brand initiatives. We trust Dwight completely in getting to the heart of any issues related to marketing or operations and have employed his firm frequently for focus groups and in-person intercept work. Dwight and Spearfish did excellent work for us every time, and we will continue to use him as a trusted strategic partner for our firm’s ongoing needs in those areas.”

The Honorable Michael S. Rawlings
Vice Chairman, CIC Partners

“Spearfish delivered a report full of very valuable insights.”

Jaxie Alt
Former CMO/SVP of Carbonated Beverage Brands
Dr Pepper Snapple Group

“Dwight is one of my partners and collaborators, and he’s a brilliant researcher for consumer and package goods insights. He has a unique approach to focus groups and customer interviews that provided my team with deeper understanding and more actionable customer commentary. He has a deep toolkit of services.”

Johnson & Sekin Advertising Agency/Dallas
Account Service Team

“I actually enjoyed doing this taste test. Thanks for keeping it entertaining!”

Participant from Spearfish new product taste test

Spearfish is about one thing – communicating with consumers in their natural environment. The results are breakthrough insights.

“At the heart of every approach we take – the way we recruit, the venues we use, our method of asking questions, basically everything we do to gather meaningful insights – lies one sobering challenge: our clients really only have one chance to get it right.”
Dwight Fletcher, CEO