We live in a digital age in which many business models, products and services need to be rethought (or they simply just have new opportunities). Be it in evolutionary steps of product or service optimisation, or disruptive innovations in which totally new business models take root. Even the way in which innovations are created is rapidly changing, from long-term applied stage & gate processes to start-up-like agile approaches.
One thing that doesn’t change though in all of this, is the customer – the human being – in which it all revolves around. It’s exactly there that we focus our attention: We’ll accompany you in an agile process of creating innovations that are founded on scientific learnings from customer behavioural research – innovations which strike a chord, which are actually relevant for humans and thereby for your company, too. That’s what “Make it matter!” means to us.
Based on proven scientific knowledge we’ve developed a model allowing us to identify relevant customer needs, and not only explicit needs but latent needs, too. We differentiate between four categories of basic needs. And where needs conflict (“Dissonance”) the exciting beginnings of an innovation can be found.
As people, we want to be a valuable member of society and be a part of our own social context. Here in particular it’s about values which give them the feeling of being a “better person”.
As social beings, we want to position ourselves in our social context. Products help us to do this by emphasising our personalities, and by creating a positioning for ourselves.
People want to pursue their needs of relaxation and enjoyment. They want to treat or reward themselves for having done something, or they just simply want to give in to their inner temptation.
All interactions within our own environment drain us of energy. We are automatically wired to save energy. That’s why we embrace products which simply our lives (or even just have a simplified handling).
Reflecting needs in products is one thing but products first become real problem solvers when they offer a solution for conflicting needs.
We would support you in all phases of the innovation process. Be it in its complete entirety with the “Agile Innovation Solution” or just for the tricky parts (with the most strategic importance) of the innovation development:
Needs & Searchfields
Be inspired by your customers’ needs and identify possible starting points for innovations.
Ideation & Co-Creation
Involve your customers in the ideation process. Use their creativity to create tomorrow’s need-oriented products.
Idea & Concept Screening
Get valid insights for the next stages of concept development and innovation planning. Identify how these need to be revised.
Determine that your new product will be sustainably successful. Receive reliable results about how the product is perceived by your target group.
Via the online platform customers share their own experiences and discuss what they have encountered, from their natural setting. The intensive interaction (over several days) leads to an in-depth understanding of customer needs. Ideation challenges can be realised, and the ideas developed in iterations further. The interactive platform allows individual attitudes and patterns to be identified, as well as the group dynamic effects. We use a comprehensive set of psychological questioning techniques to achieve this.
Empathy Game Workshops with a hands-on character. Through the element of play participants find it easier to express their memories and attitudes. Psychological associative and projective techniques help too in exposing unconscious motives and needs. Research questions are thereby explored in their entirety. These are particularly suitable for B2B target groups, as they are compact timewise and are good at unearthing the emotional side of scientifically or technically minded professionals.
Some things in life you just can’t ask, you have to sit back and observe. For this we use CXlive. Here we ask customers – in the setting or context that they are most accustomed to – to report on their use of a product or service with a photo journal. The data collected is then analysed according to behavioural psychological aspects. The original recordings and pictures can be retrieved via the CXlive dashboard any time. This methodology is very good for putting products to the ‘acid test’ in home placement situations and finding out what still needs improvement.
For identifying the most promising ideas from a pool of ideas we use online surveys. The fundamental factors of success are measured as KPIs. The different elements of the concepts are analysed specifically for their customer impact. Making it apparent for each concept whether success or failure originates from the insight (need / customer’s problem), the benefit (the actual product) or the RtB (rational reasoning).
To get valid projections about the concept’s success potential we use quantitative testing. Decisive for a valid measurement is the simulation of the decision-making situation as realistically as possible: be it in the form of an online shop simulation, a virtual shelf-test or a choice-based conjoint model. Besides the behaviour simulation the analysis of the behaviour drivers and needs are a focus.
We’re happy to support you in creating concepts for testing. In a collective workshop, the ideas and needs are discussed and formulated (with Insight, Benefit and Reason to Believe). Our designers realise the ideas visually, if required.
Presentation of the results, reflection of the impact on the innovation pipeline or workshops for optimising the concepts.