Understanding Your Customers
More than 45 years of Physical, Cognitive & Emotional Research has made us wiser, but not in the least less curious. What are your customers’ true future needs, what are their dreams and aspirations?
Our groundbreaking strategies, products and services are based on unique methods for retrieving insights. Our Researchers work in close collaboration with extraordinary Designers and Business Innovators to unravel new opportunities. There are no ordinary days at Veryday. We meet your customers in their real lives. Sometimes this takes us in to their home, in order to gain novel insights.
Thanks to our in-house researchers we can act fast on megatrends and global insights to help you create and communicate products and services that truly make a difference to people’s lives. Our scientists team up with academic institutions all over the world to constantly improve our acknowledged methods and processes. Expect the unexpected.
Our services include
- Physical, Cognitive & Emotional Research
- Consumer Insight
- Collaborative Processes
- Qualitative Research
- Inclusive Design
- Emotional Journey Mapping
- Usability Testing
- Trend Forecasting
- Emotional Experience Mapping
Truly understanding and addressing the emotions of your customers offers an opportunity to differentiate a brand from its competitors. It is not an easy task, but Veryday’s experienced teams know how to map the emotional journey of customers before, during and after using a service or product. Our map provides vital clues on how to add value to a proposition and make our clients offerings more meaningful and attractive to their customers.
An emotion is more than a feeling
An emotion is a mental and physiological state, associated with a wide variety of feelings, thoughts, and behaviors. Emotions evoke different actions and reactions to products, services and the brands that create them. Understanding emotions means that you can design the most compelling experience possible. That’s why it’s crucial to scientifically map and understand the complex emotions of your customers.
New tools to measure emotions
Through many years of scientific research and design experience we have developed the process and tools to capture and quantify the human emotional experience. This helps organizations better understand their customers’ needs, and how they can add value to the offering. And sometimes, it’s the least costly, simplest change that results in the most rewarding end-user experience. In short, emotional mapping is a tool that will result in a more attractive and meaningful total experience of your brand.
Capturing, measuring and identifying what triggers an emotion- and where emotional conflicts lie – provides vital clues on how to eliminate emotional lows, resolve emotional conflicts, or leverage emotional highs. The emotional experience mapping process can be divided into the following steps as a fundamental part of brand experience development:
Segmentation & Recruitment
For interviews, shadowing, and observation via home visits, etc.
For capturing and probing emotions that occur before, during and after user interaction.
For mapping and analyzing the total emotional journey of the end user.
Successful companies are continuously prepared to adapt to change. Understanding these changes and how they affect the way people behave, think and feel is the basis of what we call Futuring. It distills the trends that will influence your future business and helps identify the opportunities brands have to turn change into commercial success.
Veryday’s Futuring offers tailor-made insights that fill the gap between pure data prediction and strategic decision-making. It offers informed inspiration that visualizes what ‘could be possible’ for the brand tomorrow – in the short, medium and long-term. Our experience shows that a true understanding of people is a critical factor for future success. By combining ‘people thinking’ with megatrends, macro trends, and the in-house knowledge of our global clients, we find new ways to enhance people’s lives with meaningful brand experiences.
When we provide Futuring services we will ask you to consider how far forward you would like to look, near term (1-2 years), mid-term (3-5 yrs), or long-term (10 years and more). Depending on the scale of the assignment, we gather mid-term to long-term social, cultural, technological and ecological data, sometimes adding economic and political data to our findings. This provides input into initial analytical sessions that form the basis of creative work. Examples of deliveries are Visual Futuring Maps & Timelines, Scenarios/Visualised Scenarios, Visualised Concepts, and Prototypes.
Please contact Nicola Chamberlain if you want to know more about Futuring.
Peoples’ perception of the world is the sum of their whole being and person. People-driven innovation is about all aspects of a person; a holistic view of the end-user that combines emotional, cognitive and physical aspects. We call it People³ and it’s the very DNA of our design and research approach. We use it to unravel unique People Insights that are fundamental to ground breaking design.
The human spirit is the sum of personality, mood and affect. All of which are formed by many factors; from present happenings to past experiences, the people around us, our biology, culture, and even personal dreams and aspirations. However complex, it’s emotions that influence our acceptance, liking and attachments to products, services and digital solutions. Emotional research offers insights that differentiate brands and build meaningful customer relationships.
The human mind perceives, interprets and remembers. Fully grasping these processes enables us to create efficient and desirable solutions. New products, services or digital solutions should be natural and easy to use. We shouldn’t need an instruction manual to start enjoying a product or service.
The human body is a result of nature’s own design, with all its abilities, limits, and distinctiveness. Our task is to create products, services and digital environments that foster and nurture this fine piece of human machinery. Giving physical aspects their rightful attention lays the basis for us to design and innovate solutions that people find comfortable and effortless to use.
Please contact Thomas Nilsson if you want to know more about People³.