How many times have you heard the words “deep” and “rich” to describe the insights a research company provides for you? You’ll find these words on our website because they give us a quick and accurate way to differentiate our insight work. Without context, they can appear to be just buzzwords that we like to throw around instead of providing an understanding of how our research methods can benefit you. We don’t speak for all companies doing qualitative research, but here’s what a rich or deep insight means to Seek.
It’s like pulling water from a deep well rather than dipping a cup into a puddle.
Traditional insights tend to skim along the top of the consumer’s life paying attention to the topical parts of his or her life. They often give us obvious and probably one-time solutions. An empathic insight is informed by going deep into the consumer’s experience to uncover the tensions and motivators that reside in the subconscious mind. It’s from this place of depth and connection that we find multiple opportunities to engage with and serve this consumer. A “deep” or “rich” insight is the well from which you can continually draw ideas.
For example, a specialty retailer wants to attract a specific group of people. The obvious approach is to research which brands are important to them and carry those brands in-store. Using an empathic approach and immersive research, we discover that the brands themselves are actually not enough to attract this consumer. This consumer wants authenticity. Expertise in the category is of primary importance to them. Digging deeper, we define what authenticity and expertise means to them. As we synthesize the research and identify patterns, many opportunities such as staff training, services, marketing communication and community involvement are revealed. The retailer can continue to come back to this rich insight to generate ideas for long-term and meaningful engagement with this consumer.
It tells you why.
Quantitative data is important. We know that you also need to go further in your research to uncover the why behind the data. It is good to know that 70% of your target consumers aren’t responding to an ad concept or a product feature, but if you don’t know why, it will take longer to innovate for them. The “why” can often be found in the subconscious mind. Our methods are designed to identify non-verbal cues and emotional content that add depth to your insights.
It reminds you that your consumer is a real person & changes behavior.
When you have a more complete picture of your consumer, they are no longer a statistic like 35% of people or the 50 year old white male demographic. They are humans with real lives. They have feelings and thoughts that you can relate to because the insight activated your empathy and imagination. The insight becomes inspiration for you to advocate for your consumers and share their stories. It serves as motivation for Innovators to create something significant. The marketing team is excited to develop communication that resonates. Your organization can begin to move from the traditional brand-to-buyer mentality to a human-to-human relationship. Innovating from this “deep” and “rich” understanding of your consumers leads to meaningful engagement that makes your brand more relevant.