Today’s interview guest unveils the strategies for uncovering consumer insights that drive innovation and help create distinctive customer experience. Steve Portigal is the founder of Portigal Consulting, a “bite-sized” firm that helps clients to discover and act on new insights about themselves and their customers. Over the course of his career, Steve has interviewed hundreds of […]
ethnographic research
01.05.12
learning at lego
brand-as-business bit: Businessweek’s piece on Lego‘s attempts to crack the girl code describes how the company used anthropological research methods to understand its users: “You could say a worn-out sneaker saved Lego. ‘We asked an 11-year-old German boy, ‘what is your favorite possession?’ And he pointed to his shoes. But it wasn’t the brand of […]