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

Founded in 1971 in the city of Seattle, USA, the brand has changed the way the world drinks coffee. Starbucks created the coffee shop as the third place between home and work where people can relax, enjoy a cup of coffee, and experience the inviting ambience. They make the expense of the drink worth it to their customers by focusing on making ‘Starbucks the third place’ and providing a place for their customers to be and interact. The Strategy: Origins:  Starbucks recognised