key questions answered

What are your customer’s pain points?

What is the degree of pain, frustration, inconvenience?

What are their needs from your product/service?

How important are their needs?

How are those needs stack ranked?

Do they have any workarounds in place to meet those needs?

What are their unexpressed, subconscious needs?

Will the features we’re planning fit the market need?

paradoxes approach

We use several methods to identify customer needs

  • In-depth interviews (IDIs); aka 1:1 interviews
  • Focus groups
  • Ethnography; aka “Dawn to dusk observations”
  • Quantitative studies including Max Diff techniques
  • Observational usability
  • Neurophysiological studies

Jobs We Do

We help leading brands make smarter decisions at every stage of the product lifecycle.


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