INSIGHT DELVING
Identifying powerful insights lies at the heart of our approach and we seek inspiration from a diverse variety of sources.
DIGGING FOR CONSUMER GOLD
Classic qual approaches have their place but we are constantly searching for new ways to tap into more subconscious consumer behaviours and beliefs:
- Adopting real-life immersion methods such as in-home and mobile ethnography.
- Devising bespoke creative techniques (to reveal new perspectives).
- Using co-creation sessions and client connects (to involve consumers more actively in the process).
- Deploying a ‘guided dream’ methodology (to uncover hidden consumer emotions around a brand or category).
CALLING EXPERT WITNESSES
Interrogating those ‘in the know’ can be a great start point for gaining fresh perspective:
- Experts within your business – from stakeholders to R & D to front-line staff.
- Experts in the ‘wider’ industry – be it from chefs to HCPs.
- Experts on your target – eg. journalists and bloggers.
- Expert consumers – true fans of a brand/category.
OPENING UP NEW BOUNDARIES
Mining for meaning & patterns in parallel universes via:
- Semiotic analysis – examining language and communication codes – packaging, ads, traditions.
- Trend analysis – what are emerging needs, behaviours, fashions that we can tap into?
