Zoom-Out to Zoom-In
At Elevate Insights, we focus on leveraging cognitive psychology methods and traditional ethnographic research to understand the complete context efficiently. Traditional ethnographic and user research methods can be expensive and often require multiple interviews to explore different areas.
However, our proprietary toolkit is designed to capture both the context and the specific category or product being studied in depth within a single interview session lasting one to one and a half hours.
We employ a unique "zoom out to zoom in" methodology:
Zoom Out: This phase focuses on understanding the broader human lens, including a person’s interests, lifestyle, value system, drivers, and motivations to grasp broader cultural and social contexts.
Zoom In: This phase narrows down to specific categories, decision-making processes, brand preferences, and reasons for choosing a particular product or concept, focusing on specific, actionable insights relevant to the business context.
By taking this holistic approach—understanding the context and zooming out before zooming in—we go beyond the surface of what was said to decode the real intent behind responses, enabling us to deliver deeper, more actionable insights.
Our toolkit has been rigorously tested and refined through over 100 studies across diverse categories, encompassing more than 2,000 interviews. This extensive experience has proven the effectiveness of our methodology in uncovering deeper, more nuanced consumer understanding.
Many people believe that consumer research can produce misleading results, but this often happens when researchers report only what participants say without fully understanding the context and nuances. It’s not that consumers lie; rather, many products are consumed intuitively, so people may not even be aware of their true drivers and motivations. This is where our methodology excels.
The versatility of our approach makes it ideal for various business applications, including:​​​​​
Persona Mapping: At Elevate Insights, we delve deep to create detailed user personas that reveal the true identity of your users—their aspirations, challenges, and what drives their decisions. By using our toolkit, you gain a comprehensive view of the user behind your product, enabling you to design solutions that genuinely resonate with their needs and desires.
User Journey: Understanding the complete journey your users take—from their first interaction with your brand to becoming loyal customers—is vital for creating seamless and impactful experiences. We design to map every stage of the user journey, providing you with a clear view of the touchpoints, motivations, and potential pain points that users encounter along the way.
Identifying category drivers: Our toolkit uncovers the key factors driving consumer choices within a category, revealing both obvious and hidden motivations. This deep understanding allows you to align your product and marketing strategies with what truly matters to your audience.
Brand positioning: By deeply understanding the category drivers and unmet needs, we can craft a distinctive brand identity that resonates with your target audience and stands out in a competitive market.
Product feature optimization: By identifying friction points and understanding the role of your product in users' lives, we help you refine and prioritize features that enhance the overall user experience and drive satisfaction to explore how each feature fits into the broader user context.
Crafting effective marketing communications: By understanding what drives your audience, you can create compelling and targeted communications that effectively address their needs and capture their attention.
Assessing product-market fit: We go beyond basic metrics to evaluate how well your product addresses real user needs and fits within their context, ensuring it aligns perfectly with market demands and delivers genuine value to users.
By leveraging our toolkit, businesses can gain a comprehensive understanding of their consumers, leading to more informed decisions and strategies that truly resonate with their target audience.
