A reading room opened on Nimitrmai Road in 2014

How the company began

Anchalee Siriwat spent eight years as a field interviewer on hotel guest studies along the river, handing cards to people who were trying to leave for a boat. In 2013 a 22-room inn in Bang Rak asked her, privately, to explain a month of comment cards the owner had only counted. The average was polite. The cards were not. She rented the front room of a shophouse on Nimitrmai Road the next year, registered Mind Anchor Analytics Co., Ltd. in 2014, and asked a draughtsman, Niran Boonmee, to draw the findings large enough to stand on a chair without a projector.

The early commissions were almost all guest cards from small hotels that could not spare a research department and did not want a bound report that nobody would open. Clinics and member associations followed, then a school registrar who was tired of a parent questionnaire being summarised as a single number. Pimchanok Rattanakul joined in 2018 to read Thai and English comments side by side after a market committee in Min Buri sent a mixed pile and a request to “just translate it first.” The practice refused the order of operations, kept both languages, and has worked that way since.

What we are for

The practice exists so that a customer questionnaire collected in Thailand can be read by someone who will also say what the pile cannot support. Hotels, clinics, shops, schools, and associations bring forms they already hold. We count, group, draw, and sit. The official company remains Mind Anchor Analytics Co., Ltd., at the East Samwa address, and the people who do the reading are the three named here, with occasional help from a translator the client arranges when a third language appears.

How a week feels

Mornings are for counting and cards. The table is cleared of the previous pile before a new one is opened, so two clients’ comments never share a tray. Afternoons are for plates. Sittings prefer the late part of the day, when a manager can leave the desk. We keep paper copies of a folio for the retention period stated in our privacy notice, then destroy them. We do not keep a library of other people’s customers to decorate a later pitch.

What we hold to

• A thin return is reported as thin. Silence is a result.
• A mean is not shown without the steps behind it.
• Comments stay in the words used, until a theme truly meets across languages.
• Names of staff and guests come out of the folio.
• If the forms from two years do not match, we will not pretend they do.