Key Activities and Techniques
Step 1
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Ethnographic Research: This involves observing and interacting with people in their real-world context.
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In-depth Interviews: Having open-ended conversations that explore people's experiences, motivations, and pain points in detail.
Step 2
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Behavioural Analysis: Understanding the underlying drivers of decision-making and behaviour.
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Co-Creation Workshops: Facilitating collaborative sessions with stakeholders to generate ideas and solutions based on the emerging insights.
Step 3
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Journey Mapping: Visually mapping out the end-to-end experience of a customer or employee to identify pain points, opportunities for delight, and key moments of truth.
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Qualitative Data Analysis: Analysing non-numerical data (like interview transcripts, observation notes, and user stories) to identify patterns, themes, and key insights.
Step 4
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Insight Generation: The crucial step of taking the raw data and transforming it into meaningful and actionable insights that can inform strategic decisions.
Human-Centric Insight Engine
Uncovering human-driven insights to inform strategy
Core Principles:
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Empathy-Driven: Understand the perspectives, feelings, and motivations of your stakeholders.
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Holistic View: We look beyond stated needs to uncover the underlying desires, frustrations, and even the "jobs to be done" that people are trying to accomplish.
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Contextual Understanding: We believe that understanding behaviour requires observing people in their natural environments and understanding the context in which they interact.
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Collaborative Approach: While we bring expertise, we often involve your stakeholders directly in the process to gain firsthand insights and foster a sense of ownership.
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Actionable Outcomes: The goal isn't just to gather information, but to generate insights that are directly applicable to strategy development.
This service is the crucial starting point for any strategic journey. Already in tune with your people? See our subsequent services.
