THE WORK > CASE STUDIES > INSIGHT GROUP
THERE MIGHT BE A...
...company whose sales of its popular consumer product have slipped amid new competition. The Insight Group brings together a social scientist, researcher, and marketing professional to take part in a user observation study. Seeing when the product is used, and more importantly, when it isn't, gives the team a set of initial assumptions from which to build upon. Once hypotheses are devel- oped, the Insight Group brings in a representative selection of cur- rent users and non-users to further examine the reasons behind their usage patterns. After more concrete explanations come about, the Design Group joins the discussion, using this selection of con- sumers as design partners. The end result is a product with a wider range of usage opportunities. This makes the pro- duct a more attractive purchase in the minds of the consumer.
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