PREPARATION
- Team on ‘one page’ from outset
- Analysis template brings depth of consideration
FIELDWORK
- Walk a mile in their shoes
- Being in people’s worlds (home, store) genuinely build empathy
KNOWLEDGE MANAGEMENT
- Inspires ownership and deepens engagement
- Stops one interview becoming ‘the gospel’
WORKSHOP DEBRIEF
- Immersion experience
- Embeds insight and develop activation plan