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.

Switching Forces - A guide
Chris Handford Chris Handford

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.

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Research methods to discover and activate Jobs to be Done.
Chris Handford Chris Handford

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.

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Synthetic Personas vs. Real Personas. For truly human-centred brands the choice is easy.
Chris Handford Chris Handford

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.

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