Deliverables: Consumer / user insights

Consumer/user insights, needs, desires and sought-after benefits

To be in the field means to have direct, personal contact with people in their own environments. It allows for contextualizing research questions in their natural settings. The natural setting becomes the direct source of data and the skilled researcher is the key instrument.

We primarily use qualitative research methods, including ethnography, to:

• Reveal consumers’ perceptions, attitudes, social environments, culture and behaviour.
• Generate insights into consumers’ pains, needs, sought-after benefits and motivations.
• Illustrate needs hierarchy which reflects user groups’ own perspectives.

Our qualitative data analysts thoroughly work on largely descriptive data from interviews and observations to generate major themes, categories and case examples. By paying close attention to detail, descriptive vocabulary and direct quotes which people actually use, a sense of a story emerges.

Systematic comparisons, deductions and thematic organization are carried out to better understand the underlying meanings of expressed ideas, beliefs and attitudes and to extract key findings from a wealth of detailed data about a defined number of people and cases.