Consumer Insights
Whether we’re focused on acquisition or retention, a creative campaign, product innovation or customer experience - we’re in the business of human needs. If the goal is to be relevant, to inspire consumer behavior, and to make meaningful things, a deep understanding of the rational and emotional needs at play in the category is essential.
I specialize in decoding consumer needs - rational, emotional, conscious, and subconscious, that drive people to action. Isolating these needs enables us to reassess the market and our brands of focus, in order to spot opportunity areas for differentiation, innovation and disruption.
I typically do this from three key vantage points:
Consumer
Who are you selling to? How do we better define and more deeply understand your targets - both in the context of your business and in the context of theirs? We’ll get you closer to the consumer by getting you closer to the person behind the purchase.
Category
What does the market look like from the consumer perspective? What are the perceived strengths and weaknesses of each competitor? What rational and emotional needs are being underserved? We can help you map the competitive landscape according to consumers and hatch a plan for growth.
Culture
What stories are your brands writing with consumers? Do consumers know who you’re for and what you can uniquely provide to them? We can help you assess the efficacy of your brand and locate the sweet spot between your equity, your potential, and the market’s needs.
Brand
What stories are your brands writing with consumers? Do consumers know who you’re for and what you can uniquely provide to them? We can help you assess the efficacy of your brand and locate the sweet spot between your equity, your potential, and the market’s needs.
Research Methods:
We pride ourselves on using the right tool for the job: IDIs, ethnographies, surveys, discussions, online communities, workshops - you name it (we’ve been doing this a long time). We’ll suggest an approach, but we’re happy to flex based on preference, budget, and timing. Stay as close in or as far out of the weeds as you’d like. Either’s cool with us.