CONSUMER INSIGHTS
Consumer Insights to Steer World-Class Design Strategy
Finding out what consumers want is incredibly challenging. Sure, everyone has an opinion but there is only one opinion that is right every time – your customers’. We can help you discover what they want through consumer insights, and more importantly why, which is actually the most valuable insight and where we sweat the details.
Philip Kotler once said to me, “Marketing is simple, give people what they want, and they will buy it!”
Smallfry’s insight led approach puts people and their needs at the centre of the design development process. Our triple diamond leads with strategy by setting the right questions and direction for design whilst ensuring value creation from the start.
Asking the Right Questions
Our design researchers are a collection of experts that all have a background in design and psychology, meaning they know what questions need to be answered to design the right products and services for commercial success.
It doesn’t take a genius to spot a wrong answer. It takes a lot of care and attention to stay away from the wrong questions.
In a world where the pace of change is at an all-time high and the cost of resources are continually increasing, uncovering the right opportunities for design and executing them first time to delight consumers can provide unrivalled commercial advantage. This ultimately helps to become relevant and stay relevant for your customers.
Leveraging Insight to Unearth the Big Ideas
Innovation plays a key role in maintaining relevancy and ensuring you are unearthing the right opportunities to delight your customers is all about understanding their World, pain points and delighters to inspire design.
We believe that insight doesn’t just live in a document, nor is it just a conversation starter. It is the foundation for great design and it’s the seat at the table that consistently steers the decision making throughout the development process. Design research is the synergy between the consumer and the designer.
“Smallfry’s ability to translate product requirements into fully-functioning prototypes and creative designs has enabled us to commercialise some of the world’s most advanced medical robots.”
Professor Guang-Zhong Yang
Director, Hamlyn Centre for Robotic Surgery
Powerful Insights and Creative Execution in Perfect Harmony
Our design research experts work alongside our talented designers and engineers to identify rich hunting grounds for innovation, strategic directions for brands and their products & services and are an integral part of the design development process. Design research is there to ensure the foundation of what we create is solid, commercially viable and delivers on real consumer needs now and in the future.
Use the Right Tools for the Job
We have a breadth of market research and design research tools we use to bring consumers into the design process and put the right stimulus in people’s hands to ensure we fully understand and execute the right solutions. We don’t just ask people what they want. We go deeper. We understand people’s needs, behaviours, desires and how design can enrich the lives of people now and in the future. Our researchers stay close to the process throughout but know when to create distance to prevent confirmation bias by challenging the design process to deliver the most compelling execution. We are never afraid of data and help companies both drowning in data but lacking insight or those who don’t have any proof points to get started. Our experts quickly extract the useful insight and present it in an easily digestible way that galvanises a team.
A Proven and Robust Process to Rely On
We have a five-step process which ensures insight lives and breathes alongside every decision making point of the design development journey:
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- Understanding the world around us
- Exploring people and their needs
- Developing solutions alongside people
- Evaluating the effectiveness of the solutions
- Testing final options for commercial success.
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As part of this process, we utilise a vast range of qualitative and quantitative methods such as focus groups, workshops, consumer interviews, shadowing, diary studies, in home trials, Usage & Attitude (U&A) studies and passionately believe in immersing ourselves in the world that the design will exist. Our ethnography takes us all around the globe observing, understanding, and questioning how people will interact with our products and services, now and in the future. Identifying a roadmap of now, next, and new opportunities.
We can say what we like, it’s what the Customer thinks that really counts
At Smallfry, we recognise the vast potential that insight led strategy holds. Our mission is to unlock true value for your customers, transforming insight into market-leading products. We are your guide through the complexities of the research and development journey, helping to focus those critical decisions on well informed sound foundation from consumer insights, concepts and into commercialisation.
“Not only do they love this fantastically designed vacuum which was developed with maniacal attention to consumer satisfaction of every touch point, the process and attitude Smallfry applied to this project has defined the way all #Hoover vacuums have been developed since and this can be seen in all of them having 4.5 stars and higher consumer reviews. The transformation of the brand has begun!”
Martin Knight
Chief Strategy officer SDA Haier Europe
For a no obligation discussion about your next innovation, please give us a call us on +44 2476 545678 or Make an Online Enquiry.