Insight mining

Seek to understand

The power of insight is rooted in our deep generative research that looks at the world around us and in specific domains to find opportunities for innovation. We have years of experience adapting research techniques to the unique domain and the answers needed.


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.

User interviews

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.

Contextual inquiry

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.

Longitudinal studies

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 user diaries and follow-up visits help us learn about needs and opportunities not evident from a single usability test or interview.

Diary studies

You can learn much from a person’s self-observed experiences and influences. The customer can provide us rich in-the-moment data that might otherwise get forgotten. We’ll find insights based on photos, videos, stories, and feedback gained through online or offline tools.

Opportunity exploration

We’ll consume existing research, studies, products, seminars, and more. We'll extract third-party knowledge and analyze it for its impact on your business, market, products, or customers. Once we've learned what we can from desktop studies, we'll see gaps we can close with new primary research.

Some Insight Mining projects

Maker interviews
Maker interviews
Live sports experience ethnography
Live sports experience
Smart home device interaction
Diary study, User interviews
report center
Report Center
User interviews
All-in-one prototype usage map
All-in-one prototype
Longitudinal study
video projector 1
Video projector usage environment
Contextual inquiry

Learn more about Insight Mining.