Providing competitive customer value requires an understanding of consumer motivations, aptitudes and expectations. Also, comprehending the impact products and features have on people’s lives helps product design, feature development and product messaging. This domino effect of deep consumer understanding results in lean, efficient production, superior products, and consumer loyalty.
Target appropriate audiences and hone in on essential awareness regarding users and product use. This could entail employing generative research or it can be a relatively quick process, drawing on the awareness the organization has already developed. Either way, having an accurate map of user profiles is essential for decision-making and coordination throughout design and development.
If you want to explore market opportunities or surface essential solutions, generative research can help surface solutions you or your competitors have not yet considered. Generative research methods can also help create an understanding of a new type of audience. This method goes deeper than many other methods and exposes the motivations for product use, triggers for engagement, perceptions, aptitudes, motivations, and tendencies.
- User Interviews
- Field Studies
- Usability Tests
- Qualitative and Quantitative Data Analysis
- User Surveys
- A/B Testing
User Engagement Discovery
Identify and act on opportunities revealed through customer interaction and consumer activities in the market.
- Stakeholder interviews
- Customer advisory boards
- Customer portals for feature requests and ranking
- Help system interactions
- Social media
- Online communities