WHAT IS AN INSIGHT PLATFORM, I HEAR YOU ASK?
At Ruby we use insight platforms to help clients find white space opportunities based on consumer desires, truths and tensions.
A true insight platform is described as a problem definition tool.
To become an ‘insight platform’ we need to ensure there is plenty of richness, knowledge, context and experiential information to drive solid product, service or communication solutions.
To understand why this is important, we need to think about how platforms should be derived and what makes for a quality springboard.
Ideally we would want behavioural data to help form the best problem platforms. We collect this in several potential ways best suited to you, such as:
- Video footage of the problem being experienced by a consumer.
- A consumer panel who might bring the problem to life, through the eyes of a range of different people, experience or cultural lenses.
- Sometimes we bring people who have experienced these problems into the workshop itself to explain the problem in more detail and help build solutions.