Insights
Insights-first Approach
An insights-first approach prioritizes the gathering and analysis of data and human insights about the desired audience to inform strategy, creative, and execution of integrated marketing campaigns. Performance metrics are tracked to assess the effectiveness of the strategy and used to optimize future marketing efforts to ensure measurable outcomes.
Human-Centered Market Research
Leverage an approach to market research that thoughtfully integrated qualitative and quantitative research that prioritizes understanding stakeholder needs and motivations, brought to life with tools such as journey maps, language maps, and stakeholder personas.
Consumer Experience Research
Obtain firsthand understanding of the consumer’s experience with ethnographic interviews, person-to-person secret shopping, digital touchpoint evaluation and market-based competitive analysis.
Brand Perception Research
Identify strengths and opportunities in brand perception with localized net promoter surveying/scoring, focused design workshops and discussion groups, and consumer surveys.
Key Pillars of Insight Gathering
An insights-first approach is the craft of obtaining true human understanding and requires a process and methods that champion empathy and capture important truths at ground-level.
When approaching insights gathering, there are five pillars you can depend on to do the work effectively and efficiently—they are:
- Access, how do I get in front of them in a natural manner?
- Curiousity, what do I want to know about him?
- Empathy, how can I champion him or her as the expert?
- Observation, can I observe her in her lived environment?
- Documentation, I better write it down!
Case Studies
Primary Care
Focus
Understanding the needs and motivations of primary care consumers across a broad swath of Appalachian America.
Women's Health
Focus
Understand both the internal and external perception of the women’s health experience in the community that the client serves.
Cardiology
Focus
To better understand the perceptions and expectations of healthcare consumers related to the cardiology service line and the driving factors for choosing cardiovascular care.
Pediatric Urgent Care
Focus
The lived experience of parents (and patients) In seeking and engaging in pediatric urgent care
Urgent Care & Emergency Department
Focus
Envision an innovative way to engage with, educate, and empower consumers when making decisions around urgent/emergency care.
Critical Care
Focus
To understand the patient and caregiver impressions of (and willingness to use) the system’s services.
