Outlaw Consulting was born in 1994 as Innovative Insights (yawn, right?). In those days, we were hired to do some crazy things – for example, we spent a lot of time in the projects in the Bronx interviewing gang members about their shoes. It was then that we began to develop our philosophy about unique and creative methods, many of which involved breaking the rules of traditional market research. We broke out of that awkward focus group room; we used the same respondents more than once; we allowed friends to come to the same group – and we did it all because it yielded greater insights. Recognizing that this is what made us powerful, we changed our name to Outlaw. Later, when we expanded and began researching more mainstream targets, we took this same spirit of creativity and rebellion with us. When it comes to research, we will always be a little bit outside of the law.