Understand
Explore
Build
Validate
Launch
Understand
This stage is about surfacing tensions, behaviours and the jobs the pack needs to do.
What we are trying to answer under this phase?
- What jobs, behaviors and frustrations shape how people use this category?
- What emotional and functional needs are not being met today?
- What cues to people use to judge quality, taste/ trust in this space?
- How do different contexts (home/otg/family) change expectations?
CX tools, methods and activities
Magic Link
Inspacktor
Internal comparative assesment of detail pack attributes to map functionnal imporvement opportunities
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Social listening
Scanning online conversations to see how people talk naturally about the category
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Competitive analysis
Review of competitor experiences, claims, pack performance or cues
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case study
A deep dive into another brand, category or project to understand what worked and why
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Qualitative study
Open conversations or observations to explore motivations, tensions and behaviors
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In-depth interview
One to one conversation to uncover richer emotional and functional needs
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Ethnographic study
Deep immersion in real life contexts to understand unspoken behaviors
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Diary observation/study
Asking people to record experiences over days or weeks
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Journey maps
Visual map of the experience from trigger to consumption. Good for spotting pain and delight
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JBTD
Understanding the functional and emotional job the consumer is hiring the product or pack to do
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CX pyramid
A structured way to understand what creates great experiences. Helps rank the basics vs delight moments
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Checklist
Before you start this phase, here’s a quick checklist to make sure you’re set for what comes next.
Understand the goal of this phase
Know which tools/activities you might need
Have the right inputs ready
Align with your team
Identify key stakeholders
Check for prerequisites