What We Do

How is your market composed?

This phase goes beyond assessing the market and involves in-depth exploration and segmentation of the customers who comprise it - - who are they, what are their needs, desires and aspirations, what motivates them, what are their fears, barriers or concerns, how they do purchase/acquire the product or service, how do they use it, how do they perceive the category and the brands serving it?

The answers to these questions can help set the direction for how you potentially design products and services to best meet customer needs, how you reach these customers, how you talk to them and how you service them.

This segmentation research and persona development is ideally served with a hybrid qualitative + quantitative approach. This process produces powerful, embodied results.

1. Qualitative research typically involves depth probing and/or ethnographic methods that absorb us into the “day in the life” of your defined customers. It is also the place where we develop rich content for input as we design the quantitative survey, in the actual words of customers
2. Quantitative research then segments the market and assesses the potential for each. The resulting profiles are rich and deep, allowing you to determine which segments are primary, secondary or tertiary for targeting purposes.
3. The results from both phases are then blended as we now personify these segments and bring them to life as actual people who we previously met and traveled with. We have faces and names and audio/video of them speaking in their own words. Powerful stuff.