Knowing your consumers is the first step for a successful business
Our research team gathers consumer insights, which not only helps companies to understand the fast changing consumer universe, but it also keeps them stay ahead. We primarily conduct qualitative research by using ethnographic methods like, interviews, observations, videography, triangulation, co-creation and participatory studies.
Our multi-disciplinary approach from design, social sciences, technology and business perspective gives us unique insights into the consumer universe. The research explores this universe by understanding – the self, the society, the objects and the environment. It captures the psychological, social, product and environmental aspects of the users. When well knitted together, it helps the team to understand the present and design for the future.
For instance GlaxoSmithKline wanted to launch a new variant of Health drink for women – Women’s Horlicks for the Indian market. The company approached Tata Elxsi for packaging solutions. Our research team was actively involved in finding out the consumer’s latent needs, expectations with the packaging, what new features could be introduced. The research was carried out at various stages of design process like pre-design, post design (structural) and post-design (graphics). The insights that generated were then incorporated into the structural packaging design with new cap features. The research findings enabled us to finalize the color and the graphics design directions to take forward to the final design.
We also did colour research for a leading appliances company, to define colours for their appliances.
For a leading CE company we helped them understand the future of appliances and imaging in Indian context, automotive concepts validation among others.