In order to develop new products or processes firms need to complement the relevant parts of their own knowledge base with knowledge residing elsewhere.

Consumers constitute a stock of tangible (experience and skills) or intangible knowledge (cognitive & emotional) gained through the process of consumption or by influence. Knowledge comprised by consumers is complementary to producer’s knowledge and represents a – not often released - potential for innovation in product design, positioning & communication.

We think that taking advantage of consumer knowledge revolves around coordination of consumer stages, from prospecting individuals to clients & customers.

We usually frame into this section topics related to needs, motivations, beliefs & cultural aspects that drive consumers’ choices for specific products, services or categories beyond teasing and then bonding with brands. In these cases, insights come from processing consumers’ meanings into acquisition triggers and barriers into opportunities.

For clients and customers, our exploration moves rather into their backstage routines with brands or substitutes, on topics related to perceptions, behaviors and intentions without forgetting about needs, motivations, beliefs & cultural aspects.