The Next Step After Research
When we talk about research, we often talk about methodologies. Campos started as a market research agency, and for many years our bread and butter was conducting research. That thirty-year heritage as a market research firm makes us adept at using many different research techniques.
But research methodologies just lay a foundation for strategy. Making strategic plans is grounded in a clear understanding of the context in which strategic choices will be executed, which makes research critical. Conducting the right research, to illuminate the needs, attitudes, perceptions, expectations, and external forces that drive customer and prospect behaviors is the first step. It provides the insight and shows the opportunity, but doesn’t prescribe what action to take in response to that research. Whether for brand planning or customer experience, that’s the next step.
There are a lot of different ways to take that next step. It’s too common for a gut reaction or the ideas of a few folks in a marketing team to take it. We don’t think that’s the best way.
We’re big believers in team-based, human-centered design. This means involving many people from the outset and putting them at the heart of the problem-solving process. We often find the best place to uncover solutions to strategic problems comes from participatory sessions where groups across all aspects of an organization are understanding the context behind a problem, then working together in a tight framework to generate ideas, concepts, and ultimately, solutions.
This mentality puts the people the organization needs to serve - both customers and employees - at the heart of the design and implementation process. The voice of the customer comes from the research, but the voice of the employee is equally critical in many circumstances and is too easily missed when top-down strategies and solutions are made without their input.
That’s why we frequently conduct design sessions with our clients. Typically at or near the end of a project, we’ll bring together key stakeholders and lead teams through human centered design sessions. They are efficient, fun, and productive, but most importantly they generate better ideas.
When the folks designing strategies and solutions are in close contact with their customers through research and their fellow teammates while building plans, a deeper sense of empathy is created - an ability to see past bias and self-interest - which is essential for bringing truly good ideas to life.