We bring creativity to scientific insight about the real lives of people they hope to engage — customers, workers, and end users.
An Invisible, Moving Target: Studying the Culture of Tech
The year was 1834 and Thomas Davenport threw back the curtains to reveal his new invention: a battery-powered electric motor. The townsfolk absolutely went nuts. “Look at this beautiful thing!” they shouted. They all agreed it was a beautiful thing. 15 silent minutes passed, and they asked, “What do we do with it?”
While there are plenty of people who admire engines as standalone objects, most of us are more interested in how that technology is used. The motor is ubiquitous. We don’t spend time thinking about the big motors that power water treatment plants and tornado sirens or the itty-bitty ones that power our laptop fans and moderately spooky Teddy Ruxpin dolls.
Now let us consider the current fervor around AI technology.Read More
The Modern Shape of Research: Non-traditional Research Methods To Spark Creativity
Turn signals allow people inside metal machines to communicate their intentions to other people outside of their metal machines. Automobile designers realized, after one year of mass production, that a car stopped in the middle of the road conveys no intended action whatsoever. They invented a blinky light and promptly resolved the issue. Kind of. They resolved all of the issues except for the unpredictability of humans.Read More
6 Things to Look For When Identifying Unmet Needs
The consumer and end user is at the heart of all research. In order to stay relevant and successful, brands and the leaders that drive them need to understand their consumers from every angle. As researchers, our mission is to uncover what makes these consumers tick, how they use and feel about various products or services, what they desire, and most importantly, we try to uncover the gaps and determine how to fill their unmet needs and find actionable insights.Read More