To generate new insight, we believe you have to look in new places – changing how, where and when you observe – to understand and get closer to consumers.
Take snacks as an example. The consumer’s need-states across distinct occasion, moods and times of day will vary wildly whether they are at home or at work; whether they are happy or blue; whether it’s Monday or Saturday; whether they are on their own or with others. Understanding these shifts in need and the all-important “why” – it means you have to be ‘with them’ to really begin to explore and appreciate the nuances of motivation and how they vary across the time, mood and day.
To be with them in a research and insight sense only works if we make it easy, engaging, involving and fun for consumers to share and open up, wherever they are and whatever they are doing. What can be easier than pressing ‘record’ on their smartphone? It’s intuitive and familiar. They are in control and become the narrator of their day – giving us authentic access, sharing their mood, their instinctive and spontaneous in-the-moment thoughts as they go to work, wait for the train, go into the shop and choose a snack. Mobile video makes for unparalleled immersion opportunities that are real and revealing.
If you want new insight, look in new places. And soon you will find your truth.