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CUSTOMER INSIGHT RESEARCH

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People must be able to relate to innovations.

We establish the best possible design strategy for a specific target user or area by making full use of our research methods and then highlighting our discoveries. We then come up with specific strategies for our clients.

Trinity’s consumer insight research

Cluster analysis in consumer research

Trinity always seeks to find new customer segments. For that matter, we conduct quantitative surveys and decipher the results using our own matrix. We then present the profiles of potential customers. Our enhanced report, which outlines possible strategies and provides insight into the client’s customer base, is then handed over to our client who in turn may use it as a guideline for his product development team.

CASE STUDY
New targets for healthy foods

Our client was a well-established healthy food company. Thanks to their history and their clean brand image, they enjoyed a strong traditional customer base. Yet, their challenge was to reach out to new customers. For this project, we conducted a web survey, which we divided into three core axes: lifestyle, food preference and health. Once we identified a new segment, we created a report presenting the customers’ profiles and values, which was then used for product development.

New targets for healthy foods

Value and preferences survey

We seek to analyze the values and taste preferences that cannot be identified using simple language in a survey. Instead, we use the Scanamind - a specific online research tool. We also conduct research and analyses based on the economic growth of emerging countries, where change occurs frequently.

CASE STUDY 1
Quantitative survey with the Scanamind research tool

Trinity uses the Scanamind tool, designed by Creative Brains, Inc., to collect information on customers’ subconscious desires, which we then use to develop brands and to conduct design research.

*Scanamindis a patented technology and registered trademark of Creative Brains, Inc.

CASE STUDY 2
Survey on shifts in values in emerging markets

In emerging markets, where economic growth brings about constant change, research into values should always include time as a significant factor. It should also concentrate on what is or isn’t affected by change by focusing on the culture, customs and traditions of a specific region. This enables our clients to develop products in line with the results of our research and to identify the best time to launch these products.

Ethnographic research

When we focus on a customer segment, we often discover issues that the customers themselves aren’t even aware of. Trinity devises detailed research plans, both domestically and internationally, and derives insight into the desired customer segment by visiting them at home and conducting on-site surveys.

Trinity, Inc. Strategy India (TSI), established in India, provides support for design research and research in general (including ethnographic and industrial surveys) as well as local design management for all our clients in the Indian market.

http://trinitystrategy.com/

Trinity Thailand – our liaison office established in Bangkok – focuses on design research, design management and branding.

trinitythailand.pdf

Lead user survey & expert research

Users themselves do not always know what the future holds for them. To understand a user’s future desires and values, we must listen to experts and knowledgeable users, as they often have significant information to share. With this in mind, Trinity will select a group of users in accordance with its objectives. We will then organize meetings to synthesize and share information with the group. By interacting with the group, we are able to explore the future and to expand our research, which is particularly valuable for future product development.

Workshops for emerging markets

These interactive workshops enable us to learn about target customer segments. Trinity conducts workshops for clients’ targeted users with experts and relevant staff in various countries, including emerging markets. Working with the right people enables us to gain valuable insight, including on the collective psyche, purchase decisions and expected values of local target users. The information we collect is then compiled into a report. We also hold meetings after the research has been carried out to synthesize and share the information with the group. This approach helps us create a solid network with the people in charge, beyond the research and the workshop.

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