How I do things
Over the last 10 years I have honed my skills as a qualitative customer researcher and strategist.
This time ‘on the tools’ has helped me to hone my approach for getting the most out of conversations with customers, and delivering their perspectives back to clients in a way that sticks.
Starting with you, the business, and what’s required.
My process starts with a commitment to understanding the need for the customer input in the first place.
Getting a view of the practical complexities, the stakeholder relationships, and the state of the market is critical to delivering a genuine, customer informed way forward.
Looking for green fields AND blue skies.
Qualitative methods are great at unlocking ‘perfect world’ scenarios. But the most effective strategies need to be grounded to be effective.
I’m always looking for green fields; tangible, feasible opportunities that make sense today, that get you closer to the blue-sky ideas. I focus on achievable, profitable steps forward that align with what your customers need, and what your business can achieve.
Understanding perceptions, motivations, ease, and reinforcement; the PMER model.
I use a systematic framework to understand how people think and act.
I believe it is important to focus on understanding Perceptions, Motivations, Ease, and Reinforcement to identify the critical elements in the journey that could be enhanced to better serve customers and their needs.
Products and services that work the best target critical parts of these interaction points, solve genuine pains, and keep customers coming back for more.
This framework is grounded in behavioural science, and well-trodden qualitative models for understanding the why behind customer actions.
Interested in working together?
Fill out some info and I will be in touch.