INNOVATION INSIGHT
KNOWLEDGE DATA
Every engagement begins with a mystery.
The goal of this first phase is to define the strategic and tactical context for the research as well as discern
relevant customer perspectives. The work proceeds with two main steps:
We assign a senior and seasoned team to interact with executive stakeholders—as well as process owners and
end-users of the research—within your company. Through a variety of methods (e.g. interviews, collaborative
sessions), we develop a point of view on the strategic, tactical and cultural factors that are relevant to a
successful solution. This ensures that, by the end of the engagement, you have insight that is strategically-
actionable and tactically-relevant in innovation, marketing and customer experience design. We share a
summary of the point of view as a foundation for the next step and align with your team on the implications for
the research.
During the second step, we conduct primary qualitative research, leveraging ethnographic methods to
determine the range of customer motivations as they relate to the strategically relevant field of experience. We
design the fieldwork approach, handle recruiting and prepare interviewing materials (e.g. discussion guide). The
output of this step is a set of hypotheses for quantitative segmentation research.
MYSTERY
