INSIGHTS LIBRARY

In user research, we often assume that improving every feature automatically leads to happier customers. But reality is trickier—not all features are created equal in the eyes of consumers. Some create delight, others are just expected, and some don’t matter at all.  To better understand this, let’s learn about the  Kano Model  which is one of the best tools for making sense of this complexity by explaining how different product or service features influence customer satisfac

Quick commerce has failed to scale up in many markets. What provides it a unique product-market-fitment in India? Read Elevate Insight's perspective as published in CBC storyboard Must start by admitting that I was a sceptic when Zepto launched its under 10min delivery service! After all who has grocery emergency on a regular basis? I was quite happy with Big Basket with its wide assortment, good quality and next day delivery. In early 2023, at Elevate Insights, we ran a su

Is 10 min delivery really a consumer need? Elevate Insights' consumer understands their core expectations.