All of our findings our filtered through a two-pronged method of analyzing information (Opportunity Analysis), and forming strategic recommendations (see Systematic Inventive Thinking).

How It Works

Assess the Opportunity

The key here is not to ask, but to understand. One of the problems with market research is that people don't know what they don't know and, very often, can't tell you what they don't know. We use Opportunity Analysis to get to the unarticulated needs of your customers, with reliable and actionable results.

For us, the process of satisfying your objectives begins with identifying outcomes your customers want to achieve. Focusing on outcomes means understanding what customers want a product or service (or project) to do for them. It's not about what features they want, but rather what results they want to achieve.

It's similar to the approach we take in managing client objectives. We uncover your needs, and design projects to satisfy these needs. How your users describe desirable outcomes will define how you measure improvement, and achieve objectives.

Develop Research Questions

Research is simple in theory. In reality, it's mired in nuance. It's a (not so) simple matter of getting your customers - and prospective customers - to tell you where, when and how they want to find, buy and use your product or service. We are students of the customer and passionate about helping customers help our clients.

Goodmind is focused on getting strategic answers that help you make better business decisions. Tell us what you need to know and we'll tell you how quickly we can deliver the answers - and the strategic direction - you need.

Customer behaviors and expectations are influenced by their experiences across all industries. Our solutions involve many different methodologies, cross many industries, and address a diverse range of positioning, marketing and communications needs. We are students of the customer; our insights from one industry have implications for you.

Our value is not in performing research as much as it is in enabling customers to tell you what they need. We help you sell more product, expand your customer base, reduce attrition, test price points, get feedback on new packaging designs, learn customer hot buttons, and improve your website.

Obtain and Analyze the Feedback

We use our own products (thoughtCast™, checkPoint™, and omniVox™), as well as traditional research staples (in room Focus Groups, in-depth interviews, questionnaire and survey design) to help you answer your toughest business questions.

The Opportunity Analysis process stipulates that we obtain user feedback by observing, as much as asking. We deconstruct the underlying processes, and activities associated with the product, service, or brand in question, and narrow segments by use, rather than other a priori factors, such as geography, account revenue, etc.

After we've collected user feedback, and captured outcomes we begin to organize, refine, and translate these findings into functionality. Rather than classifying, organizing, and then presenting our findings based on user type, we use a solution-based segmentation system to re-emphasize the focus on finding value in outcomes.

The research tools and techniques we use obtain, clarify, capture and evaluate user feedback, and ultimately define the metrics that we use to appraise opportunities for increasing value. This generates data that measures the stated importance of a particular outcome, against current satisfaction. The difference between satisfaction and overall importance identifies opportunities for improvement, and innovation.

Opportunity Analysis is built into all of our qualitative research methodologies and products. Focus Groups, in-depth interviews, checkPoint™ usability studies, and thoughtCast™ discussions are just some of our highly effective information aggregation tools.