Established in 2011, Anagram Research is located in Bangalore, India.

In 2011, when I decided to start my own research consultancy, I was mind boggled trying to decide on a company name.

Something reflective of design research and usability – but not too literal…   My work style and ethic…   Professional – but not corporate…

Definitely something that people would remember, Something interesting… but not faddish!

Forward Thinking…   Collaborative…   Engaging…   Inspirational…

And suffix options – Consulting? Collective? Project? Research?

Some of the names that made it to the shortlist – Green Frame Research, Research Kaleidoscope, Tealeaf, Ninedot, Inspiral and Research in Color (My personal favorite, but shot down immediately by relevant stakeholders and well-wishers)…

The name I finally chose – Anagram Research – is inspired by the word ‘Anagram’
I think of ‘Anagrams’ and ‘Research Insights’ as being based on the same working principles.

An anagram is any word or phrase in which all alphabets can be exactly reproduced in another order to form a different word or phrase. Skilled anagrammatists aspire to create anagrams that in some way reflect on the original anagram.
(Snooze Alarms = Alas! No More Z’s)

Similarly, a design researcher contemplates the base (raw) data head- on, backwards, upside down and laterally.
‘Insights’ are derived from this ‘base’ and created by highlighting what is not obvious or by presenting the obvious in a fresh and unique way.

While there are many synthesis methods by which insights may be mined, this is also a research skill that is strengthened by years of practice. Here are some inspiring definitions and thoughts around Insights that I came across online and otherwise:

‘In most cases true insight is mined by not asking very difficult and intelligent questions but by asking a very obvious and may be a very stupid question.
Four hundred years back a guy sitting below an apple tree asked the most stupid question; Where his intelligent counterpart would have picked up the apple and eaten it to resolve all queries. By asking that stupid and obvious question of why the apple fell downwards, he arrived at answers which explained to him the workings of the universe.’
(LinkedIn Consumer Insights interest group)

‘The researcher engages in a process of moving in analytical circles rather than using a fixed linear approach. One enters the spiral with the data of text or images – and exits with an account or a narrative.’
(Creswell – The Methodological Spiral – Characterization of the analysis that qualitative researchers do as a spiral.)