Creating Propositions Rooted in Customer Needs and Experiences
At Basis, we empower brands to thrive by placing customers at the core of their business strategies. We weave compelling narratives that bridge customer stories to your brand, helping build distinctive propositions grounded not only in commercial viability and operational effectiveness but also in the intricacies of human emotions, experiences, and aspirations.
Our proposition development process centres on three fundamental elements: comprehensively grasping your target audience(s), sourcing inspiration both within and outside your industry, and ensuring the proposition's commercial and operational feasibility.
We delve deep into the psyche of your target demographic to understand their values, beliefs, attitudes, motivations, obstacles, needs, and behaviors connected to your category. By employing a multifaceted qual+quant approach – where the qualitative phase serves as the exploratory launchpad and the quantitative stage ensures validation and opportunity sizing – we provide insights of unparalleled depth and quality.
We source inspiration from a range of expert perspectives, big data, and desk research to gain vital insights beyond consumer articulation. While this phase predominantly focuses on your category, it also offers valuable insights from outside your category sector, shedding light on prevailing trends, forecasts, and potential opportunities.
We understand that a proposition can't flourish in isolation – it needs to align with your organizational capabilities and market realities. Therefore we integrate in-depth briefing sessions and stakeholder interviews into our process to present the 'human truths' within your brand context. Instead of chasing unattainable ideas, we help you zero in on compelling propositions that your organization can feasibly create and deliver on.
At Basis, we believe that methodical planning is the first step towards realizing your business ambitions. Our proprietary proposition development process thoroughly explores all avenues of growth.
With the objective of delivering sustained business value, this comprehensive approach encompasses immersion, exploration, evaluation, and illumination.
Phase 1:
Initiate the process with a detailed information-gathering session where we align our approach with your business aims and objectives.
Undertake a deep dive into available research, existing knowledge, and developing business orientations.
Hold stakeholder interviews for an intricate understanding of business tenets and objectives.
Create a synthesized report encapsulating our gleanings and stakeholder needs.
Phase 2:
Follow an exploratory qualitative approach, involving in-depth interviews and focus groups, calibrated to the topic or category under consideration.
Engage customers by choosing a setting that naturally correlates with the topic at hand.
Prioritize understanding the motivators, needs, spending patterns, perceptions, and barriers of the target audience.
Deploy stimuli to stir meaningful conversations around propositions and effectively evaluate responses.
Phase 3:
Conduct online surveys for cost-effective data collection across large market samples.
Pay special attention to presentation of proposition and features to elicit genuine and impactful feedback.
Implement data normalization for accurate cross-market comparisons.
Detailed opportunity sizing, including highlighting the Total Addressable Market (TAM), estimating potential subscriber volumes, and gauging price elasticity using precise techniques.
Phase 4:
Compile the insightful data into a compelling story, prioritizing the 'so what' and 'what next' above the 'what'.
Ensure a concise yet thorough narrative capturing the findings.
Leverage data visualization to present insights in an engaging, accessible format that strikes a chord with the audience.
