We realised that the way we do research is not the same as the way other people do research. Our evidence? Projects often start with clients delivering an inbox full of data and customer research reports that relate to the project, but leave us asking ‘so what’? Research always gives information, but it doesn’t always give answers.
That’s why our findings are focused on providing insight you can act on with confidence. They don’t just reconfirm what you already know, or give you false hope that your product will ‘fly out of the door’ at the exact price point quoted by buyers.
If you want numbers, quantitative research is great. As long as you know the people who have answered your survey exactly represent the people you are targeting.
If you want understanding, qualitative research is the way to go. Start with a set of assumptions, test those out with people. Great stuff.
But what if you ‘don’t know’ what you don’t know? Customers can tell us what they like and don’t like about a product but they can’t predict the future.
That’s why at Groundswell we always ask about the ‘outcomes’ people are looking for, not the ‘product features’. Whether we’re investigating the needs of B2B buyers or product end users, we use Design Thinking methodologies to give you what you need, to create better ideas from the outset.