Research

Real life research

Our research takes place where people live, shop, work, play and interact. We uncover all relevant human factors to fully understand the aspirations and motivations of people. We explore how an existing product or service is being used and evaluated and uncover needs that aren’t yet met by existing products. We explore the context surronding the product, the customer and the situation of use, identifying stakeholders that have a say on how, when and if a product, service or concept is being used.

Systematic approach

A lot of people work with people-centred innovation. Only few do it systematically. Our scientific approach makes sure that our findings not only apply to the people actually participating in the research process but apply generally. Because we do research in real life situations we uncover what people say they do and what they actually do. This enables us to supply a 360 degree in-depth insight that is solid ground for deciding which products, services and concepts should be developed and which features and perspectives they should contain.

The 360 degree Human Factor Model

Flexible research

Our research is flexible, ranging from small-scale to large-scale research depending on the project in question. We do research across and within life stages, professions and social layers.
Customer focus all through the value chain

Most innovative ideas lose some of their focus on the customer passing through the decision making processes in the value chain. We uphold the focus on the needs on the customer and make sure that the needs of the customer are represented all the way through the value chain.