Our determination in a freak snowstorm to hit our interview quotas for new laptop designs.

The Situation:

In developing their 2012 laptop line, a major manufacturer of notebook computers wanted to understand which design elements are most appealing to consumers in the US, France, the UK, and Brazil.

Smarter Research:

The best way to find out what consumers like and dislike about something is to get the products in front of them. So, we conducted 30-minute Central Location Tests. Consumers who were in the market for a new laptop evaluated the laptop models, allowing for real hands-on of the design elements.

Better Service:

Oh no—it snowed in London! Respondents cancelled right and left. Thinking proactively, our team went outside and recruited respondents on the street level. A few screening questions to ensure they qualified, a promise of 30 minutes of warmth, and a cash incentive, and voila—interviews completed!

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Putting boots on the ground in Indian farmers’ markets to reach our target audience.

The Situation:

A farm equipment manufacturer wanted to know whether farmers in India might be interested in a small, custom-designed utility vehicle for their hauls to market. Rickshaws and mules are the norm, but not altogether efficient.

Smarter Research:

Only one way to find out… we put boots on the ground in four different regions of India to mingle at farmers' markets in rural Mumbai, Calcutta, Rawalpindi and Delhi. Farmers came to sell their wares and we invited them for a chat.

Better Service:

Many times the best research results from a simple face-to-face conversation. Even when it’s off the beaten path, we find a way to get there.

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Going beyond the usual suspects for a 720-degree view of men’s health.

The Situation:

A medical company was trying to better understand the needs and frustrations associated with the male aging process.

Smarter Research:

The company had done plenty of research with nurses, doctors and aging males. They came to us looking for a fresh approach. We took a broader ‘720-degree’ view of the male life by interviewing out-of-the-box ‘male touchpoints’ including pastors, weight lifting instructors, lifestyle coaches—even whitewater raft guides.

Better Service:

We start every project with a blank sheet of paper. Our preconceived notions are that there are no preconceived notions. We view research as a dynamic entity where every minute and every aspect of each day represents a potential learning experience.

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Using video evidence to bring research insights to life.

 

The Situation:

A major manufacturer of commercial cleaning products wanted to explore unmet needs around cleaning in kitchens.

Smarter Research:

The best way to understand it is to see for ourselves. So we visited 100 restaurant, hotel, retail, school and hospital kitchens in six countries to watch people clean kitchen equipment. It was amazing—we got the FULL picture of cleaning procedures (or lack thereof) before, during, and after meal service!

Better Service:

The client wanted a video. But our “better service” philosophy compelled us to catalogue the hundreds of hours of video footage and thousands of pictures into a searchable database that the clients could use to review each specific aspect of cleaning.

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Using creativity and new techniques to generate better medical device concepts.

The Situation:

A client was developing a new pharmaceutical product and wanted to make sure they optimized the benefit positioning for the product.

Smarter Research:

Our solution, The Link Group’s dynamic Concept Optimizer methodology, is concept development on steroids! We complete 3-4 interviews, facilitate client debriefs, make real-time revisions of the positioning ideas… and then begin the cycle all over again. The result was a positioning which delivered the holy trinity: motivating, unique and ownable benefits.

Better Service:

The process is typically very intense. But, when an ice storm shut down the city (trapping our moderator in a hotel room and all of the clients in their homes) we took it to another level. Within hours, ALL of the research was transitioned to the telephone and facilitated work sessions were done via conference calls. That’s ultimate flexibility!

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Watching products come out-of-the-box in real time to understand what really happens.

The Situation:

A major manufacturer of electronics wanted to understand and improve the customer’s experience when setting up a new LED TV.

Smarter Research:

The best way to see respondents' true initial reactions and uncover pain points is to be there live and in person in their natural setting. We did just that. We were there when the TV was delivered to the respondent’s home, which allowed us to better understand every step of the process: from unpacking the box, to general set-up, configuration, and initial use.

Better Service:

What’s the trick to successful in-home research? Details, details, details! Throughout set up and execution of the research, our team was able to provide the client with all necessary logistics in a concise and organized manner. Additionally, our incorporation of audio and video clips in the research summary added flavor and gave our client the “back-up” she needed to present the pain points we uncovered to her greater internal team.

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Watching doctors and patients together to perceive how healthcare succeeds and fails.

The Situation:

A major healthcare provider wanted to know how ‘in touch’ doctors were with the opinions of their patients in regards to a specific issue.

Smarter Research:

Rather than just ask each group what they thought about the topic at hand and compare responses, we actually let the doctors ‘listen, watch and react’. We created a sequential interviewing process where caregivers observed their patients in a group discussion; We then engaged the doctors in a group discussion format to capture their reactions.

Better Service:

By creating this new format of qualitative learning, we exposed caregivers to a different side of their patients. The reactions and observations that they witnessed helped provide a deeper understanding of their patient perspectives.

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Using handheld cameras to empower Alzheimer’s patients to express emotions.

The Situation:

We needed to understand the deeply complex emotions of families struggling with Alzheimer’s disease.

Smarter Research:

We collected online journals with grown children of Alzheimer’s patients to get their perspective. But spouses represent the bulk of caregivers in this disease state; and most seniors are not so tech saavy. Solution: we sent them digital video cameras and had them film themselves confessing their innermost thoughts “Blair Witch” style.

Better Service:

We created this new process specifically to meet the needs of this study. In the end, the team was able to understand the audience. The key was our ability to create an emotionally wrenching 15-minute clip reel from the footage so the client could fully understand how emotional the experience is for these families.

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Going into the operating room to gain access to complex cardiac procedures.

The Situation:

A major manufacturer of implantable cardiac devices wanted to re-design the computer that programs those devices.

Smarter Research:

Rather than conducting in-facility research, we went into operating rooms so we could see first hand how these programmers were being used during device implant. We provided detailed sketches of the use environment to help the client understand what factors they needed to consider in their re-design.

Better Service:

Operating room schedules change rapidly; we remained flexible and took advantage of our downtime by interviewing nurses, physicians, and sales reps about the programmers, even while they were scrubbing in!

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Sifting through hundreds of thousands of comments to connect the dots of consumer sentiment.

The Situation:

A large customer loyalty dataset contained thousands of open-ended comments and none of the available canned coding products were up to our quality standards.

Smarter Research:

We used a custom platform to design our own coding algorithms and validated it against thousands of comments.

Better Service:

Our focus on quality made the difference. The client received customer insights that were specially tailored to their business. The client didn’t even ask for this to be built—we took the initiative and built it. It’s called “Surprise and Delight”!

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Shuttling patrons between fast food stores to create a clear vision of what works and why.

The Situation:

A leader in fast food products wanted a fresh approach on gathering qualitative reactions to in-store merchandising.

Smarter Research:

We took the traditional concept of focus groups and made them mobile. A group of qualified respondents were shuttled to a series of locations. They were asked to complete specific exercises at each location—and then reconvened at a central location for a group discussion to share what they discovered. In addition to the precise details that are shared, the respondents develop a special bond among themselves during this extended time frame, resulting in even more candid conversation.

Better Service:

Who do you think did the driving?

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A last-minute disaster check for advertisements conducted as fast as humanly possible.

The Situation:

An oil and gasoline company was set to launch a glitzy ad campaign for their new flex fuel in Brazil (the flex fuel capital of the world). But they couldn’t decide between two very different ads… and the deadline was fast approaching!

Smarter Research:

Time was critical—we had one day to plan, two days to recruit (a continent away), and one day to conduct the focus groups. So we nixed the travel, did everything over a videostream, and used the last day to report the findings. In five days flat.

Better Service:

We understand the business world can’t always conform to the research world—when it needs to be the other way around, we make it happen.

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The Link Group Ethnography

view the work >> ethnography

We go where people live out their dreams and aspirations.

"A picture is worth a thousand words." "Do as I say, not as I do." "Actions speak louder than words." These three basic phrases we were taught in childhood ring true in ethnography. Blending into the decision-making environment, combined with the science of research, the Link Group enables a different kind of learning.

Sometimes we ask questions; sometimes we just watch. Our proprietary techniques help uncover learnings, whever they might occur.

Contact us to learn more about Onsite Insights™.

ethnography cases:


720-degree view


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understand


empower


access


clear vision

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