Emotion-Rich
Tools…Stories, Metaphors, Archetypes
To get to the heart of the consumer experience we must go beyond the “logical”
and enter into the emotional realm of consumer perceptions and motivations to
uncover rich and meaningful insights. The challenge is that it requires us to
access consumer thoughts and feelings that even they don’t know that they know.
As humans, we share our experiences and ourselves through our stories. But sometimes, we don't have the words to express how we FEEL. This is because our feelings are wrapped within our unconscious where images reign and words do not exist.
To connect with consumers at this emotional level, Sparxx uses visual storytelling and metaphorical techniques to help draw out these core images and underlying emotional drivers. Then, we work with your team to analyze these inputs to draw out collective themes and patterns that you can use to better understand and connect with your consumer in a more holistic way.
“People’s emotions are closely interwoven with reasoning processes. Although our brains have separate structures for processing emotions and logical reasoning, the two systems communicate with each other and jointly affect our behavior. Even more important, the emotional system, the older of the two in terms of evolution, typically exerts the first force on our thinking and behavior."
Gerald Zaltman – How Consumer’s Think
Co-Creative Modeling
For clients who wish to actively invite consumers into the creation process, we
build in prototyping and co-creative modeling methods into the workshop format
built upon the tenants of Design Thinking. These are hands-on, experiential
activities by which teams work hand-in-hand with consumers prototyping 3D ideas
in real time to deliver on real consumer needs and wishes. It is an engaging,
iterative process that elicits fresh insights driven by the creation process.
"No design works unless it embodies ideas that are held common by the people for whom the object is intended." !~ Adrian Forty
