The Discovery phase within our Design Thinking process requires an open, enquiring mind, as well as an insights tool-kit to help you uncover the data you need.
Our ethnography tool-kit consists of a combination of in-depth immersive interviews and observational studies, in order to understand how our customers relate to products and categories.
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.
This deeply psychological process of using creative, non-verbal and protectives techniques, allows us to by-pass peoples’ natural defenses and rationalisations.
Motivational research can either be conducted on a 1-on-1 basis or in small groups.
Our Customer Collaboration Panel provides an opportunity to recruit a panel of your target audience, to partner with you on a longer term, co-creation process.
We often dip into and out of a research process to help inform decision making. The Thinking Tree’s Customer Collaboration Panel is an opportunity to partner with the customer for longer term brand engagements.
Get customer input from need space mapping to competitor perceptions to inform positioning.
Expose customers to brand positioning concepts in beta phase.
Collaborate with customers to optimise your communication on an ongoing basis.
Get regular insights into how your brand is performing relative to competitors
ADDITIONAL SERVICES BY THE THINKING TREE
We design bespoke end-to-end thinking solutions across a broad communication spectrum.
LOOK AT USUAL THINGS WITH UNUSUAL EYES.
– VICO MAGISTRETTI