We develop the most essential insights to solve a specific client problem. However, there are five categories of projects that we undertake on a regular basis.
Patients struggling to adhere to their medication regime, people in a remote village in India adopting a smart phone, consumers switching from one technology eco-system to another – all these require individuals to change their behaviour. This is difficult, especially without sufficient insight into the change journey. We have developed and tested a practical approach for behaviour change by synthesising lessons from many disciplines including health psychology, behavioural economics, and sociology.
Insights culture and capability building
Great insight has the potential to create transformation. However, that requires creating a supportive culture and building the right capabilities across the organisation. It includes empowering frontline staff, influencing C-suite decisions, and involving functions other than just marketing. Our approach combines both 'hard' skills such as strategic problem solving and identifying the right tools and techniques, and 'soft' skills such as mindfulness and empathy training.
We do end-to-end insights work on innovation, whether it is identifying disruptive or sustaining innovation opportunities, identifying latent and unmet needs, facilitating ideation or testing prototypes and concepts. Getting the stakeholders in a creative mindset is vital to the innovation process, and our way of working naturally creates the right environment for innovation.
Brand and campaign development
Our approach to branding and campaign development seeks to integrate classic marketing approaches with new emerging learnings from behavioural economics and cognitive neuroscience. For instance, while developing insights for communication, we identify which elements appeal to 'system 1' (fast automatic) vs. 'system 2' (slow deliberative) thinking
Segmenting customers can be a powerful driver of impact in an organization. However, many segmentations fail. Our approach is based on getting the essential elements of segmentation right – setting and prioritising the business objectives, developing the appropriate segmentation frame, testing it with relevant stakeholders, choosing the right qualitative and quantitative techniques, iteratively developing segmentation, bringing it to life and finally testing it for executional granularity.