Needs identification

Research to connect brands with the functional, emotional and social goals of target audiences.

We help brands to see things from the perspective of the people behind the screens - what matters most to them, what frustrates them and why they make the choices they do. We shape what we discover into compelling insights that enable brands to discover fresh opportunities to add value.

Creating propositions, experiences or content that are both valued and distinctive is not straightforward. Fresh human-centred perspectives and inspiration are vital.

Lean approaches to innovation and brand building have proven to be wasteful and the results often lack enduring appeal. Starting with insight and research data, based on what people value and are looking to achieve, is the smarter approach. A transformative springboard that delivers inspiration, evidence and guidance. That presents brands with a clearer pathway to growth.

Read on to discover more about our approach

1. Amplifying opportunities

We deliver explorative qualitative research to build a foundational understanding of audience needs, surface opportunities and inspire new propositions.

We use immersive research methods to identify target audiences’ Jobs-to-be-Done, unmet needs and problem spaces, together with the contextual influences that shape choices.

Establish goals

Identify users’ functional Jobs-to-be-Done (goals) and the associated social and emotional dimensions.

Find underserved needs

Discover the solutions used today to achieve their goals, and where their needs remain unmet or problematic.

Map choices

Uncover what audiences see, hear, feel and do as they address their needs and make progress towards their goals.

Test Market-Fit

Explore proposition territories including alignment with user needs and goals. Get feedback to refine and improve ideas.

Research solutions used:

  • Insight communities

  • Jobs-to-be-Done interviews

  • Diary studies

2. Prioritising audience needs

Our Jobs-to-be-Done surveys quantify the needs and priorities of target audiences. Providing an understanding of where the opportunities exist to add value by helping users achieve their goals.

We use surveys with either a brand’s target audience or customers, supplemented with actionable analytics, to quantify needs and motivations as well as measure how well they are being served by current brands and solutions.

Identify priorities

Measure the total and relative importance of a functional, social or emotional Jobs-to-be Done.

Measure unmet needs

Which Jobs-to-be-Done are more likely to be unmet and, therefore, present the best opportunities to deliver value to audiences?

Find target audiences

Identify the size and profile of the target audience that align with specific needs and proposition spaces.

Profile audiences

Create profiles of target audience based on their unmet needs, likelihood to use, demographics and category behaviours.

Research solutions used:

  • Market surveys

  • Customer surveys

  • Prioritisation analytics

Delivered for impact.

Designed to engage, inspire and leave an enduring impact. We bring customers’ needs and priorities to life. We discover and amplify the best opportunities.

Custom & flexible

Projects aligned to the unique needs of each brand

Full-service collaboration

Get added value at every step from our experienced insight team

Influential delivery

Inspiring insights, actionable frameworks & real-life empathy

Technology enhanced

Tech gets us closer to people’s needs and the moments-of-truth

Want to amplify opportunities for your brand?

Have a project to discuss? Want to know more about our services? We’d love to hear from you.