Our insights power

Ideas that fly.

If I had asked people what they wanted they would have said a faster horse.

-Henry Ford

Concept Hatchery is an innovation consultancy that helps companies plan product and marketing strategy through the insightful, empathic understanding of their customers and stakeholders. We work where traditional market research fails by taking an inductive approach to understanding people, building knowledge through observation and empathy. We think of consumers as people first, delving deep into their needs and aspirations to find the emotional hooks to your concept. Our methodology combines insight, strategy, and concept generation, starting with people and ending with the creation of products and experiences they love.

Our insights power ideas that fly.                     

Human Insight

Our research focuses on understanding people through in-depth interviews and observations of people's experiences. Our research is conducted in the field, where we can have artifacts and context to deepen our knowledge. Over the years, we've learned a few things about people.

People don't always do what they say they do.

What people report is usually only a partial memory. With the right interview techniques, we can find not just what is missing but why the cognitive gap exists. In-context observation along with memory tools such as photo journals and in-home tours help reveal the missing information.

Tension is inspirational.

What people do and what they should do are often in conflict, leading to internal tension. Identifying the issues often illuminates large areas of opportunity.

The greatest needs are often unarticulated.

People can't articulate needs for a variety of reasons. They may assume the problem is their own. They may develop workarounds that effectively remove the problem. They may be unaware there is a possible solution and so accept the status quo. We are experienced at finding the cues, behaviors, and artifacts that illuminate these hidden needs.

Look outside the bell curve.

Market research often focuses on the middle of the bell curve, but design research strategically examines the fringes as well. On the leading edge we find people pushing the envelopes of product utility, highlighting potential future usage. At the trailing edge are people whom the product has left behind. Both are opportunities for companies to expand their consumer base and grow their product into new areas while offering their core consumers a superior experience.