"What threats do we need to understand?"

Market understanding: Quite often people don’t know why they’re doing the things they do or why they think the way they do – they just do. More often they show us what outcome they are trying to achieve and this often provides great insight to pursue new avenues

Here we deep dive into people’s lives to understand and prioritize stated and unmet needs as well as broader attitudes and behaviours. These can be used to help develop segmentations to assist with targeting.