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.

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

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.

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.