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How telling stories can provide a rich source of consumer insight

By Wendy Shaw, Partner, Spark Ideas Inc. Article first appeared in the Design Management Review, a publication of the Design Management Institute.

In our work to uncover consumer insights, build marketing strategies and support new product development initiatives we are constantly looking for ways to more deeply understand a consumer’s reality. Getting inside people’s heads and hearts to understand their behaviour and the beliefs behind their behaviour can help shape product development and positioning.

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