Insights form Strategy
We believe in the concept of Instinctive Design—i.e., designing to instinctively delight the consumer, not just meet their articulated needs. Because 95% of thinking and decision making happens in the unconscious, We believe in not just relying on consumer insights—often the 5% of decision making that is articulated—but also tapping into the unconscious desires and motivations through other insight approaches. While we have mostly employed Brand Insights and Design Insights in the past, the following goes into detail about how those two areas, as well as Consumer Insights and Shopper Insights could be approached.
What they can tell you?
- What does the consumer really want outside of the context of a brand or category?
- What is in the consumer’s unconscious vs. what he/she could consciously articulate?
- How can visual cues communicate to him/her on an instinctive level?