Our Approach
We think about what we do as a group project. Our clients are super smart, customers know things that we don’t know, and stakeholders need to make sure the work we do grows the business. Yes to all of that.
Our goal is to make the process of creating more customer engagement and motivation as inspiring, fun and uplifting as the work that comes from it.
We have a background in creative writing and filmmaking, which means we think in stories, just like you do. As we like to say “Captain Logic is the worst super hero ever!”
You know who is a great motivator? Captain I Experience It for Myself. In fact, the information source we are most likely to believe, beyond any other source is when we tell ourselves.
Whether we are doing multi-media interviews, ethnographies, quantitative audience testing or even desk research, there are ways to bring the insights to life that feel more like an experience than a lecture.
About us:
- Lori Hamilton has worked as a client, an agency strategist, a copywriter, a creative consultant, an innovation expert and even as a professor of insights and innovation at Columbia, NYU, etc.
- We get that insights work is about making decisions to create growth.
- We love uncovering the little things that make all the difference in customer engagement.
- And we love creating interactive workshops that make everyone on the team feel inspired, motivated and super clear about action steps that will drive growth.
- Our job is to make you smarter, more engaged and motivated to create great things!
Non-Traditional Research
We go beyond the boundaries of traditional research, combining ethnography, ecosystems and video diaries with more traditional methods such as focus groups and quantitative research. We have even done quantitative studies that are as close to ethnography as we can get them.
- We get behind the data to uncover more opportunity. Longevity does not equal loyalty. Attention does not equal affection. And transactions do not equal engagement. We can show you how to get more from the work are already doing.
- Do your analysts show that you should be getting more market share? We can find out why and show you what to do about it.
- We break through the social media static to see what’s really there and not only on the surface to help you more effectively connect in meaningful ways.
- And we work in all the ways. Quantitative, qualitative, ongoing co-creation panels, desk research and using AI in ways that are accurate and drive real insights.
The goal? To make the presentation of results as compelling as the work that comes from it.
Innovation is about Delivering Value to Your Customers
Innovation is something that customers say about YOU, not something you say about yourself. And what we’ve found in our $7 billion in innovation work is that innovation happens when the customer experiences additional value from you.
For example, you know that tingly feeling when you brush your teeth? That has nothing to do with how your toothpaste is working, but it is how you experience it working. The same thing with soapsuds in the washing machine—suds don’t mean that the detergent is working, but it’s the sign most people cite when looking to see that the product is working.
Or we can look at it another way. We have a client that is a leading window manufacturer. They created a window that cleans itself with rainwater. Amazing, right? Massive sales, right? No. Any guess as to why? There was no way for the homeowner to see that the window had cleaned itself. Thus, the customer experienced zero value from the product. We were able to find a clearer way to let customers experience the value of the product.
With consumers, taking an existing product and solving a small issue can also have a big impact.
There are different levels of innovation as follows:
- Communication – doing a better of explaining or illustrating the benefits your product or service offers in a way that causes your customers to experience more value from what you do already.
- Incremental innovation – taking what you do now and solving a key issue or making a key improvement in a way that causes your customers to experience meaningful additional value from what you offer.
- Category innovation – new product or service development that brings something new to your product or service category
- Game changer innovation – new product or service that re-calibrates the category.
At the end of the day, your work needs to connect to what matters to customers, not just what might be cool in terms of technology or the effort it takes to create it.