We believe that sustainable innovation has to have the user in the focus, but innovation must not always yield to the consumer voice. Therefore, we see the need to understand market and society as an interdependent complex and constantly changing system.
We want to understand both, the values, perspectives and needs of consumers, as well as the relevance, visions or challenges of our clients. This means to understand several modes of perception and modes of action, as well as the factors that lay beyond that.
SOME APPROACHES TO HOW WE INVOLVE OUR CLIENTS IN MAKING THE AUDIENCE TANGIBLE
Monitoring Values and Trends
Our dedicated cultural monitoring tool enables us to identify value changes and forecast trends before they become visible. That's a solid base for comparing cultures, generations and target groups.
Co-Creation with Consumers
We bring creative stimuli to consumer workshops and build together collages and mood boards that manifest societal trends visually. This is the way to bring the brand worlds, emotions and cultural developments from the customers’ viewpoint to life. From there we can develop new solutions and ideas for meaningful innovation.
Shopper Intercepts + Voxpops
We observe shoppers in real-life situations and experience their navigation and decision paths at the spot. We arrange short interviews with them and capture the most insightful quotes on camera to provide an inspiring documentation.
Our approach is to take our participants on creative journeys. Our moderators are trained to create dynamic and engaged groups that feel natural and deliver real insights and the true consumer voice. Our huge repertoire of creative and projective techniques bring light to the emotional and non-rational dimensions. We don’t only listen to what people say, but are also sensitive to all non-verbal communication and deliver the cultural context that is necessary to understand what people tell and mean.
Social Media Listening
We analyze content on social media platforms (Instagram, Facebook, Snapchat, Twitter, forums, reviews on retailer sites, etc.) to understand the current discussion about trends, styles and brands.
We join different people in their everyday life and take a real-time glimpse into their activities, styles and shopping patterns. We engage with them on our easy-to-use mobile platform and have them share comments, photos and video footage. This way we can better understand needs and wishes from the customer perspective.
We take our clients on a sociocultural safari and explore the life, attitudes and social interaction of real people in the field of interest. We meet them in their familiar environment to understand their perspectives and their ways of thinking.
We speak not only with the target, but also with experts, business people, innovators, artists and whoever we think could be helpful in identifying new ways of thinking and providing inspiration from other fields. Our approach is to communicate on an empathetic, sensitive, exploratory but always equal level. We select interviewers with special expertise for particular themes and categories that dig deeper and develop the insights that drive innovation.