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Team of Industrial Engineers
Human Toolkit

Zoom-Out to Zoom-In

In an era of rapid technological advancements and ever-changing consumer landscapes, understanding human behavior, their preferences & need gaps are key to successfully unlocking growth for any business.

Presenting                                  a unique and powerful Cognitive Interview toolkit that goes beyond the superficial responses to unravel the deeper motivations and anxieties behind those stated needs.


As a multidisciplinary new age consumer insights firm, we have studied best practices from ethnography, cognitive psychology, and behavioral science, to build this toolkit. Can one do in-depth humanization in an agile, efficient manner?  

The Essence of                                   Toolkit

Our years of experience in working with anthropology and culture experts at one end and business stakeholders at the other end brought to light a few key principles that we have used to build this toolkit.  

Category drivers
  1. Zoom Out: Human beings are a product of their cultural, social context and any exploration of product usage behavior must be able to tap into these dimensions to bring any depth to areas like triggers and barriers; drivers of usage and factors that impact decision making.

  2. Zoom in: However, each of us has multiple shades to our persona and to be actionable, a study must focus and have a context of inquiry. For example, Rina, a young mother may be very protective when it comes to her child and that’s important to understand when trying to understand her motivations for choosing certain products for her child. However, when studying her food or fashion needs, she may be someone very open to exploring the new and have bold preferences. The nature of questioning and the way we frame an inquiry into her will be very different. 

  3. Do it alongside: Further, it is imperative to zoom-in depth into her category specific behaviour like choice making criteria when it comes to specifics like brand, pricing, model/type etc. We think these make human insights also more coherent without the danger of collecting a lot of information on a cohort and their culture which may not be action oriented for business. 

Our ability to Zoom-Out to Zoom-In enables us to bring deep yet actionable insights. 

Application Areas of  HUMAN

The                                Toolkit leverages a unique and clear flow of questioning and leverages psychometric exercises to tap into the System 1.  Its can hence help you decode:


  1. Latent Needs: Given most of our behavior is System 1 consumers may not explicitly know their needs beyond the choices they make. The toolkit not only identifies the dominant category drivers but also maps the unmet or latent needs of your chosen product category of play. This is critical to identify innovation spaces and while considering the strategic position for a new player.  Clarity on underlying needs is also critical in building and fine tuning the product-feature hierarchy.

  2. Culture and Category Drivers: It’s said that Context is king!! Indeed research shows that a significant portion of our behavior is a function of our socio-cultural context.  To shape and mold behavior and perceptions, the first step is to uncover the behavioral motivations at play. 

  3. User Personification: We all know that user personification is key to building meaningful, consumer-centric product or marketing solutions. Further, personas transcend mere demographics and even category behavior.  A user personification exercise provides insights into the category goals and motivations of the audience and helps set-up the Jobs To Be Done (JTBD). 

  4. User Journey: The                                 Toolkit can be used to map the user journeys of your core cohorts helping deeply understand the drivers for acquisition vs retention as also giving important insights to build the right GTM strategy and identify ways to improve your user funnel.

  5. Product Enhancements: True product enhancement or fine-tuning requires one to go beyond a superficial ranking of features and uncover the use context of the product; uncover the role of the product in the user’s life while also closely diving into friction, if any, at each step of the user journey. 

  6. Brand Positioning: A Brand positioning exercise has many facets, but the heart of the brand positioning exercise requires us to deeply map category drivers and latent or unmet needs. Hence,                                 is a critical starting point of our positioning toolkit. 

Consumer Insights

How It Works:


                               combines in-depth exploratory methods of ethnography and psychology with the best practices of psychometrics and scaling to provide such versatile application areas.  Each project and business question leverages a unique set of stimuli and line of questioning even as certain best-practices are applied consistently as part of the toolkit.

Survey Showcard

Psychometric & Cognitive Psychology based exercises

Further, apart from summary of insights, our outputs include user personas and pictures/ video of your consumers to enable humanization of insights and everyone in the business team to ‘feel’ your users including your extended partners who will work on your brands or products.  

User Profile

Detailed User Profiles in context of your category

Interested in humanizing your audiences to unlock growth in your category and brand?  Speak to us about your specific business questions, get in touch with us at  


Want to elevate your brand with us? 

Let's have a conversation and take your business to new heights!

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