By Ayoe Maria Jurhage, November 20, 2013
In an era dominated by big data, online questionnaires, and telephone surveys, the Danish consultancy ReD Associates is going in the opposite direction. Through utilizing anthropological methods and closely observing consumers for extended periods of time, they are able to uncover the underlying motivations behind customer behavior—even if the customers themselves are not able to articulate them.
As Mikkel Rasmussen explains: “Just asking people is a fundamentally wrong way of trying to understand reality. This approach assumes that people know exactly why they choose one dress, girlfriend, or restaurant over another and what can make them change their mind. But in most cases this isn’t true.”
The unique approach of ReD Associates has made them one of the best-known consultancies outside of Denmark with clients such as Adidas, Samsung, Lego, and Pernod Ricard. ReD Associates have helped these companies create new innovation strategies for the future by giving them a deep understanding of their customers—something impossible to achieve with big data, online questionnaires and telephone interviews alone.
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