The internet is a massive data-set of signals that can be decoded to understand:
Peoples’ needs and interests based on what they are searching for.
Their beliefs and perceptions based on what they are saying and the emotion associated with it, all derived through social listening tools.
Complement an in-depth interview process with observational research to allow you to learn from what customers are saying, but also what they are not saying:
User observation provides us with learnings on how people use your product or interact with your website in a more “natural” environment.
The disconnects between what people say and what people do is available to us in observation.
Semiotics is the practice of decoding meaning from cultural artefacts.
Let us help you identify the dominant codes within your category to support your positioning and communication efforts.
Mapping category conventions or rules that are accepted at face value, allows for the identification of opportunities for category re-imagination.
This process involves identifying residual, dominant and emerging category spaces to help you identify a “white space” for your brand.