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What's next for people research at Dub

Hi, I’m Stephen and I’m the founder of Dub. If you don't know us then we enable researchers and designers to understand and act upon what people do, and what they think and feel about products, services and brands by providing qualitative research tools and expertise.

In my role I’m constantly looking at research trends and how people engage and interact with products and services. I do this by marrying what our clients are asking for (and talking to me about) with the challenges and shifts that are brought about by digital technology and disruption. I’ve been in this role for over 8 years now and have a team that works with me to translate these observations into tools and technologies that help research and design professionals know what’s actually taking place (behaviours, attitudes, emotions etc) and what to do about it.

As we enter the new year, I wanted to share some thoughts and observations that have shaped our plans for the year, in the hope that you can help us validate them and develop even better solutions.

Here’s what we’ve witnessed, and what we are working with:

  • A person’s experience of a service or a product or a brand (for simplicity lets call it an entity) takes place over time, not in a single moment. These micro-experiences combined consist of emotional highs and lows, all of which shape the perception of the entity. Positive experiences return greater loyalty and spend.
  • People’s experiences are omni-channel, so your research needs to be in the same channels
  • Researchers are not tuning in to people’s emotions and the emotional experiences of an entity as much as they should, because it takes time and a greater budget than a quick survey.
  • Surveys don’t capture emotional experiences over time. They capture a single moment in time. Researchers need to provide continuous insight about the experience, and include reads on emotion.
  • The deeper and more open the relationship you have with someone, the richer the insight you glean about them and their experiences.
  • Tell the customer story to everyone in the business. Bring it to life and make it part of everyone’s role to engage with it and be incentives to make it better.
  • Brands know how important it is to have a ‘relationship’ with their customers and target consumers. But researchers aren’t so good at developing longer-term relationships that result in richer and more emotional insight, often because their role isn’t incentivised or structured to facilitate it.
  • There’s still a lot of work to define what makes good research.

There you have it. Agree or disagree, we'd love to hear your thoughts. Use the commenting tools below.

Over the course of the year we are going to try and dive deeper into these points on this blog, and provide solutions to some of them via our research technology. In the meantime, me and the team here at Dub wish you a prosperous, happy and safe 2016.

Happy New Year 2016 - Dub, online qual and insight communities

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