A typical project has the following stages:
- BRIEF / PROPOSAL - What do you need to know about consumers? What type of product or service are you developing? What are your business goals? Where are you in the development process? What do you already know? What operational constraints are you under? We will sit down with you to get the answers to these questions and more so we can start discussing some approaches. Then we can prepare a written proposal that formalises our thinking and activities, including methodology, timings and budget.
- PROJECT SET UP - If we haven't done it already we spend time with the key stakeholders to gain a broader understanding of the business context and find out about any issues, concerns or ideas these stakeholders have regarding the product, service or category in question.
- FIELDWORK - We source consumers based on a detailed recruitment specification and observe them going about their lives and/or using your product or service. We might do this using contextual inquiries, mobile ethnography, in-depth interviews, on-site observation, diary research, user testing or whatever method gets us the most accurate insights into consumer behaviour. Even though we talk to consumers too we favour behaviour based research methodologies because we know first hand that what consumers say, and what they do, can be worlds apart.
- ANALYSIS & REPORTING - This stage is designed to meet the objectives of each individual project and doesn't follow any set rules. We might schedule workshops with stakeholders to brainstorm the raw data and come up with insights collaboratively. We might do a series of top-line reports staggered throughout fieldwork if the project was longitudinal or within an agile framework. We might create personas, journey maps, a set of user guidelines, a list of recommended refinements, a collection of video highlight reels and/or a full insights driven report integrating qualitative results with pre-existing quantitative data.
- DEBRIEF - We walk all stakeholders through the findings to make sure everyone understands what they mean, answer any questions, and provide additional feedback.