• It can help you or your team uncover unmet needs of the people for whom you create products and services.
• It reduces the risk associated with launching new ideas.
• It generates solutions through radical ideas, not just incremental ones.
• It helps organizations learn about the people in the target group faster.

We use a lot of different research techniques to generate insights into people’s needs, including, but not limited to, observing, interviewing, immersive empathy and exploring extreme users. In general, the types of research we recommend fall into three categories.

1. 1. Traditional market research, known as current validation -to understand what is happening today.
   2. Generative research helps identify new opportunities and to explore needs;
   3. Evaluative research gathers feedback on experiments – the last two types of research are focused on the future and new ideas.

Discovery & understanding

1. Set the team and the goals to innovate together.
2. Gather internal information about the company, business and market
3. Identify gaps, trends and future prospects where there are possibilities

Research & empathize

1. Identify opportunities and plan human-centered research.
2. Observe and understand the people in the target group
3. Define Personas and Journey Map
4. Position and prioritize the problems of the people we are searching solutions for
5. Research the impact that it can have on the business and what value it brings to the people in the target group
6. Enhance the market information with rapid research focused on the people
7. Reformulate the initial problem to be solved in a clear and actionable way 

Create & innovate

1. Generate as many ideas as possible based on information about the people in the target group, vision, problem and research.
2. Prioritize prototype solutions through Design Sprints
3. Gather all the information, correlate it and generate an actionable plan and a go-to-market strategy
4. Bring clarity and confidence to the team and leadership on the next steps