The key to every successful brand building exercise is knowing who your customers and your people, like the back of your hand. To do this, I take an ethnographic approach, going deep rather than wide to uncover the gems that will help define your direction.
Deep insights come from empathy. To really capture game changing insights that could alter the direction of your company or redefine your brand, you need to spend carefully designed time with the right people, ask the right questions and be thorough and thoughtful in your analysis.
I do this in a number of ways:
1. Deep dive interviews
3. Co-creation labs
Each piece of insights work is designed specifically for each company, and may include a number of approaches.