It starts with a problem or opportunity around a particular customer group – such as older people struggling with technology or those with a long-term health condition – and ends with new approaches to developing products, services and customer experiences based on deep insight and an often visceral learning experience.
‘Immersion’ is a full day of gathering first-hand insight through tailored activities and experiences with people who represent the customer group. The antithesis of a fishbowl research process, it revolves around authentic interaction between people from business and charity beneficiaries.
We then take the resulting insights and help the business team use them to generate new ideas and approaches – often with the charity experts and beneficiaries taking part too.
At the final stage the group develops a small number of ideas in detail, receiving instant feedback from the charity experts and beneficiaries.
People from business taking part are typically from Innovation, Customer Insight, Product Development, Vulnerable Customers, Marketing & Communications and Responsible Business.