THINKING TOOLS

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.

ETHNOGRAPHY

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.

Online ethnography:

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.

Observational research:

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.

Category Coding:

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.

MOTIVATIONAL RESEARCH

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.

CONSUMER PANELS

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.

The Benefits:

  • 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

THINKING SOLUTIONS

We design bespoke end-to-end thinking solutions across a broad communication spectrum.

THINKING PARTNERSHIPS

Grow thinking as a capability in your team or as a personal competence.

THINKING PRACTICES

Group thinking, problem solving, visioning and ideation processes.

LOOK AT USUAL THINGS WITH UNUSUAL EYES.

– VICO MAGISTRETTI