Dedication to the answer
This Qual Street client is in the travel industry. They wanted to understand more about commuting and develop a proposition designed for the commuter market. To develop really strong ideas you need to really know what your customer experience is like… so for this project Qual Street got our client really close to their customer in a three-stage project
Saros recruited 12 commuters to record (via a mobile app/ bulletin board) a week’s worth of commuting. We got to see the ‘hell’ that is commuting for some people, and actually the pleasure it can be too when you get some downtime before and after work and your journey is a good one. Our client checked in with respondents ‘blogs’ on their commuting experience everyday.
Qual Street ran two sessions with 6 clients ‘buddying’ with 6 commuters in each session. They shared commuting experienced and then in small teams developed new ideas that our client could build into its proposition. We ran a separate workshop to put together the outputs from the co creation session and develop some coherent ideas that could be tested and refined in groups.
Because this is Qual Street however Kath kept a strong eye on ‘private’ responses before discussing the concepts with the whole group – everyone had to rate and comment on ideas we put before them individual, and then as a group.
This approach worked really well because Qual Street’s client was really happy to get close to customers, to roll up their sleeves and develop ideas alongside customers and to be part of every stage of the process. If your business is willing to get stuck in then these methodologies could be for you!
I love love learning and so I invest time and resources with Ambreen and Claire into exploring social psychology, neuro science, creativity and new techniques in research. Read all about it and help yourself to the ideas that will deliver your business the insight it needs
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