Research and how we do it

Results of research - driving, sometimes surprising customer insights

Finding opportunity spaces among these insights

Creating new platforms for brands

 

The aim of research is to gain new understanding – 

to inform decision-making that allows us to avoid these tendencies.

 

Problems of Customer Insight research Being too reactionary, lacking focus

• Customer requests – Can’t react fast enough

• Product features/benefits – Feature creep

• Market forces – Trying to “keep up”

 

 

Customer request fixation 

• Definition: Reactionary response to customer needs.

• Result: Passive brand that is controlled by near term customer needs.

• Solution: Define what is the future state of your category.

 

Focus research the unarticulated values and goals of users 
in your product category. Using this data to being to develop 
a brand that is scalable for today and tomorrow.

 

Feature-benefit fixation

• Definition: Deep focus on product without the brand experience.

• Result: Cold and overly rational brand which is easy to copy.

• Solution: Define what are the emotional triggers of users.

 

Focus research on values you share with your customer. 

Emotion, surprise and plays a significant role in decision making. 

True values need trade-offs otherwise they are generic.

 

Market-positioning fixation

• Definition: Deep focus on strategy and market without personal expression

• Result: Average, middle-of-the-road brand story

• Solution: Find empathy with your users through “walking in their shoes”

 

Blending market research (secondary research) with 

real life user experience will create a more relevant story connecting 

with users through personality and character.