Research & Insight thinking
Access our latest thinking and guides on research and human-centred insights - for brands looking to Create, Launch and Grow great things.

Read the headlines from our recent research into digital subscriber churn and what brands can do to improve stickiness.
Read the headlines from our research into digital subscriber churn and what brands can do to improve stickiness.

Switching Forces - A guide
The Switching Forces framework, originally developed by Bob Moesta and the Rewired Group, builds upon the Jobs to Be Done (JTBD) framework by providing a structured way to understand why people switch from one product, service, or behaviour to another. While JTBD uncovers the deeper motivations behind why customers ‘hire’ a product, the Switching Forces Model systematically breaks down the specific drivers and barriers that promote or impede change.

Research methods to discover and activate Jobs to be Done.
Jobs-to-be-Done (JTBD) is a powerful, human-centred framework that helps brands Create, Launch, and Grow compelling propositions, products, and experiences. In this guide, we explore the research methods and frameworks that we would typically use to discover and activate Jobs-to-be-Done.

Jobs to be Done - A framework to uncover and unlock value, for both people & brands.
Jobs-to-be-Done (JTBD) is a powerful, human-centred framework that helps brands Create, Launch, and Grow compelling propositions, products, and experiences. Discover with this guide how it can uncover and deliver actionable insights that drive success for human-centred the brands.

The third route to Disruptive Innovation - finding and fulfilling underserved needs better.
Disruptive Innovation has long been seen as an effective playbook in business strategy for brand growth, typically unfolding in two ways - by offering a cheaper alternative for cost-conscious consumers or by creating a new market for previously underserved audiences. But there’s a third path that is behind many of today’s thriving brands.

Synthetic Personas vs. Real Personas. For truly human-centred brands the choice is easy.
In the age of generative AI, Synthetic Personas have surged in popularity as a quick, cost-effective way to visualise, bring to life and even engage in research ‘with target audiences’. However, this comes with big risks and can fall short on some of the key reasons why research is commissioned in the first place: Evidence, Empathy and Insight.