Research works better when human understanding comes first.
But that’s not the way companies always develop and test their products and services.
Organisations often go into research with their own fixed or unconscious agenda front and centre.
• They ask questions only from the viewpoint of their brand or issue.
• The traditional research techniques they use can only scratch the surface of how people really think and feel
• Innovation and development often focus on product and brand capabilities first, and what people want and need second.
• Creative development focuses on the idea first, and the response to it second.
Putting humans first transforms your viewpoint.
Exploring your issues within the context of people’s lives – human first, not issue first – helps you to create and shape products and services that will genuinely resonate with the people and communities that matter.