Leveraging Research into Business and Brand Strategy
Worrell’s research platforms provide a systematic process to uncover “customer delights”. Other sources describe these as “unarticulated needs”.
We have found when these exercises are run simultaneously unusual opportunities emerge that drive unique new business strategies. We are able to identify and prioritize potentially disruptive competitive opportunities as well as technologies that drive strategic R&D initiatives.
We develop strategic product roadmaps and identify strategic strengths and weaknesses to be exploited against competitors. This unique technology is quantitative, metric and based in a relationship logic that C-level executives and engineers will appreciate. It is the most unusual blend of customer based and cross-functional collaboration imaginable. For product and services companies it drives the innovative content to build brand and lead markets.
What is Ethnography?
Termed by Margaret Mead as the study of human culture and social behavior.
In the context of designing and developing new products and services, ethnography is the observation of customers to understand the particulars of their activity in the appropriate environs in such a way as to increase the probability of market adoption.
This includes understanding the use, misuse, “workarounds”, attitudes, emotions and behaviors related to their activity in order to extract unspoken needs and motivational drivers.
What is Censys®?
Invented by Bob Worrell as a result of extensive training in quality based development tools, Censys® is a dispassionate and metric-based tool for obtaining customer requirements that ties the features and attributes of a product or service together to obtain a clear categorization and prioritization of product requirements.
Censys® combines several “best practice” development tools into a unique application that is faster and more robust than QFD, Kano and other tools used in Design for Six Sigma planning. Its purpose is to clarify the “fuzzy front end” of the product development process, reduce the time to market and maximize the success of new products in market adoption.
