A differentiated insights approach
At Nottingham Spirk, our researchers redefine the traditional role of insights by focusing on empathetic discovery and collaborative testing. We distinguish ourselves from conventional market research by setting aside initial hypotheses and immersing ourselves in the experiences of environments, subject matter experts, and end-users. This approach allows us to uncover unobvious and unmet needs and opportunities, driving our design and engineering efforts with a deep understanding of real-world challenges and desires.
Key Activities
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Empathetic discovery
Our journey begins with a profound commitment to listening and observing to fully understand the ecosystems we aim to impact. Through empathetic engagement with SMEs and end-users, utilizing methods like ethnography, direct observation, and immersive interviews, we capture the essence of their experiences. This depth of understanding forms the foundation of our testing process, ensuring that every idea and solution is deeply rooted in actual user needs and contexts.
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Continuous engagement
Insights Lead: During Vertical Innovation®, the distinction between insight gathering and product development is blurred as our researchers remain actively engaged throughout the entire process. This continuous involvement ensures that the insights are integrated at every development stage, from the initial brainstorming to the final delivery.
Program Team: Moreover, the entire program team participates in insights activities, developing empathy and understanding in real-time. This method accelerates decision-making and deepens the team's connection to the project, ensuring that every solution we devise is closely aligned with user needs and market dynamics. This holistic approach prevents any disconnect between discovery and delivery, fostering innovations that are both impactful and precisely targeted.
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UX testing and validation
In later stages of product development, our team conducts rigorous UX testing and validation to ensure that every innovation not only meets but also enhances user satisfaction and usability. These tests are designed to validate the effectiveness of our solutions in real-world scenarios, helping to refine prototypes and finalize designs.
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Technical capabilities
Our team is equipped with sophisticated tools and methodologies that enhance our ability to engage deeply and validate effectively. From user experience testing and in-home usage studies (IHUTs) to analytical techniques such as conjoint analysis and max-diff, we are prepared to meet the challenges of modern product development. Our capability to adapt and utilize the right methods at crucial stages not only solidifies the relevance of our discoveries but also ensures that our tests are practical, desirable, and ready for market success.
