RESEARCH & STRATEGY
In today’s fact paced environment, every company wants to be the disruptor, and we feel that user/ consumer driven research is the way to get there. Unlike traditional strategy, which is often linear, slow, and product-driven, user/ consumer driven approach can enable companies to build agile businesses, products, and experiences that can predict and match up to users’ ever-evolving needs.
Tata Elxsi’s approach to research draws from more than a decade of work, over the course of which it has developed its own systemic and user-centered approach to research and innovation. Our research processes focus on uncovering latent needs, understanding user patterns, behaviors, expectations and desires in order to innovate in strategic business, service, product, and system solutions.
We use different tools and methodologies for carrying our research and analysis activities. While some of these tools and methodologies are time tested few are developed in house to meet various client/ project expectations, when faced with innovation challenges. These tools and methodologies are both analytical and generative in nature. Depending on the project requirements, the research team may also enter innovation workshops, with stakeholders, opinion shapers of a given ecosystem, to aggregate and synthesize data and concepts into new synthetic solutions that are neither trivial nor amenable to discovery through alternative means.
We have a multidisciplinary research team with personnel who bring in expertise and skill sets of design, anthropology, and research to the table. This enables us to look at the research objective much more holistically and allows us to analyze research data seamlessly.
As a part of our research practice we have worked with global organizations towards identifying opportunities for innovation and design for local markets, decoding local environments and scenarios, tracking trends, proposing product & service strategies for these markets among others. We actively apply our research knowledge across industries including Automobile, Retail and Service, Health Care, ICT, FMCG, and Consumer Electronics. Domains of our research services include, but are not limited to:
- Consumer Research & Ethnography
- New Product Innovation
- India Entry/ Emerging Markets Strategy
- Service Design
- Branding & Strategy
- User Experience Design
- New Packaging Innovation
- Usability Testing and Design Validation