dig's insight development methods 

our unique insight development methods blend the interviewing and observational techniques of ethnographic research with the storytelling techniques of documentary filmmaking. the outcome is a more intimate and in-depth exploration, making the generation of actionable insights inevitable. moreover, this process enables us to create insight communication vehicles that are both compelling and impactful.

the end result allows executives across all areas of your organization to develop the consumer intuition necessary to createcoordinated initiatives that truly connect with the target, positively impacting sales.

some of our unique methods include:

• primary respondent selection interviews: we believe in starting with a large pool of recruits, and then conducting one-on-one interviews to select the most articulate and appropriate primary respondents. this process allows us to begin to build a relationship with each consumer, developing a level of trust that enables the respondents to relax and become highly candid — thus enabling the mining of deeper insights.
  
• multiple, in-depth interviews: we believe in the power of spending more time with our primary respondents. it allows us to gain more intimacy with each respondent which in turn generates deeper insights. we conduct multiple interviews at venues including their homes and other locations that are centrally important to their world.
• influencer interviews: in addition to spending time with a primary respondent we also strive to interview the most influential people in the respondent’s life. often a close friend or family member can add an important perspective on the respondent, revealing further insights and adding dimension to our understanding of the target.
• observation: respondents’ actions are often more important than their words in the generation and communication of insights. with that in mind, we spend a significant amount of time observing and capturing respondents as they go about their daily lives in activities (leisure, shopping, family time…) that are relevant to the exploration.
• visual dimension of insight: throughout each exploration, we create a list of visual representations of the perspectives and influences on the lives both of the target segment in general and each primary respondent in particular. this list is the foundation for the representative visuals we intend to include in the ultimate insight product, both from the respondents’ homes and from the surrounding communities. the list ensures that we bring all of the attitudes, emotions and insights we uncover to life visually.