Insight mining

We enable radical leaps in product innovation by directly observing your target customers in their environment, independent of product use. When we understand the audience’s motivations, needs, environment, communication, and capabilities, we uncover opportunities for product concepts to address unmet needs.

Combining social science, technical research, economics, trends, global interviews and even a little science fiction, futurecasting models what it will feel like to live 2, 10, and even 20 years into the future. We'll help you figure out the future you want and the future you want to avoid. And most important, we'll help you form a plan to get there.

Ideation takes you from problems and opportunities to solutions. Our structured process engages your team to solve problems while giving each contributor a broader, empathic view across disciplines and roles. When that happens, we push your team well past the obvious into a visionary scope of possibilities.

When time is tight, we’ll use one-on-one interviews to learn about your customer’s domain, goals, preferences, and tasks. We carve out specific focus areas to make sure we’re getting the data you and we need to make product definition and design choices.

Seeing how customers use your product or service in a real-life context reveals fresh insights about how original design assumptions are actually playing out. We’ll spend part of a day with each person. We watch, probe with questions, and discover how well the product serves the intended audience.

Although a customer’s first-time experience with your product is critical for acceptance, what happens after that? Ongoing, day-to-day use is a different animal. Techniques like diary studies and follow-up visits help us learn about needs and opportunities not evident from a single usability test or interview.