Research & Intelligence
We help our partners orient themselves in relation to their category, their direct and indirect competition, relevant culture, and their consumer/buyer base.
There are two critical truths of Research & Intelligence:
1. Research & Intelligence is more important than ever before in a world of continually evolving learning, marketing options, subcultures, echo chambers, and macroeconomic conditions.
2. If you work in an industry, you are likely too close to the near- and long-term challenges and opportunities to be objective about what to do, and what not to.
In both cases, an external partner is invaluable to ensure objectivity and balance. We help our partners orient themselves in relation to their category, their direct and indirect competition, relevant culture, and their consumer/buyer base.
Research & Intelligence Solutions
User Intelligence
Qualitative Research
Quantitative Research
Ethnographies & Shop-Alongs
Synthesis
3-2-1 Data Synthesis
4Cs: Consumer, Culture, Company, Category
What do we do if? Planning Sessions.
Planning
Purchase/Decision Journey
Segmentation and Targeting
Category Entry Points / Category Triggers
FAQs: Research & Intelligence
Q: Is proprietary research worth the time and costs?
A: Absolutely. It can be fast and affordable depending on the topic and the type of data your organization requires.
Q: What about synthetic research?
A: This is an emerging field that appears to hold great promise in helping companies learn quickly and as needed. However, there is important context and learning that can only be attained by talking to people and being with them.
Q: What is research & intelligence good for?
A: Research & Intelligence helps organizations make more informed decisions and minimize the risk of moving sideways, or even backwards.
Q: Isn’t my experience and intuition enough?
A: While this is critical, it is likely not enough by itself, and may actually be misleading. The end user you are targeting likely has different life experiences, financial situations, educational backgrounds, family structures, professional experiences, and so on than you, making it difficult to empathize with their needs and motivations.