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User needs/behaviour modelling.
We get you where traditional market research
cannot: Inside the emotional, behavioural and cognitive aspects
of your current and potential customers. By using a number of qualitative
research methods, we help you investigate how your customers think,
what they do, and what they use in their daily life.
We do this in order to discover unarticulated
user needs, find motivations for product or service use, and understand
their overall experience with the use of your products or services.
This understanding becomes the platform from which to: inform new
product development and marketing approach, improve your current
offer, evaluate business ideas or discover opportunities for innovation.
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A vehicle manufacturing company wanted
to launch a new product for a market segment of which they had no
previous experience with. By conducting an extensive, ethnographic
study on this particular customer segment, we were able to paint a
richer description of the way those customers live their life, what
their needs were, their motivations and patterns of use, their most
desirable vehicle features, product success factors, and the communication
arguments to be used with them.
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| Product, service, message asessment
Companies spend a lot of time and resources
trying to improve their offer, whether this is a product, a service,
a brand or all of the above. Traditionally, companies do this by
brainstorming ideas based on their personal experiences or conducting
focus groups (hoping to find a genius in it). There is nothing bad
with this approach, we just think it´s insufficient.
We study your customers from an ethnographic point of view, in order
to: 1) give you a detailed picture of how your products, services
and brands are truly being experienced by your customers and 2)
identify opportunities for improvement and alignment.
Doing an offer asessment is a great option if you need your customers
point of view towards certain characteristics of your offer, such
as: overall usefulness, specific functions and features, brand/product
positioning, customer service touchpoints, benefit and perceived
value, offer mix and others.
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In spite of doing what focus groups told
them to and spending a fortune in advertising, our clients´
credit cards were not having the impact they had hoped for. This is
why a financial institution asked us to perform an asessment of credit
card usage and brand, including functions and features and perceived
value by users. Our research explained why people were not understanding
their offer, prioritized existing features and gave reccommendations
on which aspects were to be emphasized in this product.
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| User requirements definition
and usability testing
Smart companies know that user involvement
along the development cycle is key to a succesful product or service
and makes for a more cost-efficient development process. Our user-centric
observation and analysis methods are uniquely suited to uncover
user needs and systematically describe what users expect to be able
to do with your product, service, system or software. By doing this,
we don`t just tell you if a feature can be used, we also tell you
if a feature is useful and give you specific reccommendations on
how to implement those. At DSR we believe usefulness is the quality
that elevates your product or service from a collection of features
and functions to one that your customers can`’t live without.
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A mobile (cellphone) operator had the technology
to launch wireless internet services. However, they didn´t have
a clear idea of which services to develop and launch. By researching
the lifestyle and mobile phone usage of their market segments we were
able to identify the services that proved to be most useful and valuable
for their customers.
Apart from this, we too designed the navigation and front-end experience
of their mobile portal in order to make it more intuitive, more efficient
and improve its overall usability. |
| Cultural understanding
Our local knowledge coupled with our ethnographic
research capabilities allows our teams to investigate, interpret
and make explicit the characteristics of a specific cultural group
(whether this is a company, an industry or a country) and understand
the implications those have to your business. Our multidisciplinary
research teams have language and multi-cultural capabilities that
allow us to conduct empathic research in English, Portuguese or
Spanish-speaking countries.
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An office furniture business needed more
information on the corporate business culture of Brazil in order to
be able to assemble a specific product package, localize some of their
products and have some marketing and product innovation ideas based
on the Latin American market. After several months doing in-depth
interviews and contextual research, we delivered a detailed cultural
understanding brief which helped them get a bigger and more detailed
picture of the cultural factors, the evaluation criteria and the hierarchical
influences (among other topics) involved in the furniture purchasing
process.
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