You’re new in your job. Or the competitive landscape has changed. Whatever the reason, you need to understand which customers to target for purposes of product development, marketing, and customer experience design.
Hypno-Synectics is a technique that can help marketers and planners do a better job of getting respondents to brainstorm in focus groups. It combines the 50-year old brainstorming technique of Synectics (the original “outside-the-box” technique) with the scientific use of hypnosis.
Category drivers are predictive of how consumers will behave in a given category. These drivers have shifted this year, and all brand-related characteristics are making larger contributions to the consumer engagement and loyalty process, specifically in the areas where consumers expect the most in the category.
Focus group participants are often inspired to articulate themselves more fully and accurately than they could have alone.
Just over a decade ago, Douglas Bowman launched an interactive consultancy called Stopdesign. His work for clients such as Capgemini quickly made him one of the most respected creative directors in web design.
