Human truth inspires innovation
While it’s true that customers can’t tell you what they want,
Innovation to us means “creative problem-solving.” For
if you leverage the right approach, they can tell you how
innovation to be compelling to customers and relevant to the
they want to feel and who they want to be. It’s the brands
business, it must sit at the intersection of a clearly defined
that help customers become who they want to be that build
customer problem and a clearly defined business problem.
true evangelists and market advantage.
Our expertise in understanding how people think enables us
Maya Angelou once said, “People will forget what you said,
to understand both.
people will forget what you did, but people will never forget
For 15 years, our team of social scientists, strategists,
how you made them feel.” Customer loyalty and advocacy—
storytellers and design-thinkers have been bringing a diverse
the goals of great customer experience—are born from trust
range of perspectives to any challenge. Our clients look to us
and faith, essential human emotions.
for inspiration and support across the end-to-end innovation
When it comes to elevating the customer’s brand experience,
process.
we believe that it is the little things you do, not the big things
you say, that have the greatest impact in building customer
loyalty and advocacy. A customer’s experience is filled with
dozens, even hundreds of touch points, but only a few have
significant influence in forming the emotional bonds with
your brand. Our approach to enriching customer experience
is unique because together we help you move beyond the
voice and into the mind of the customer to understand their
unarticulated needs and create more emotionally resonant
experiences that inspire market advantage.
WE’RE THE CHAMPIONS OF HUMAN TRUTH.
We have always been champions of human truth. Having
worked with Allstate, BP, Merck, Kimberly-Clark, General
Mills, Walmart, and many other Fortune 100 and 500
companies, we have seen how being different, adding value
and standing out can be accomplished by finding the truth
behind how people think about your brand experience.
Traditional market research reveals the “voice of the
customer” and elicits rational answers that only account for
5% of what’s really happening within our minds. (CON’T TO BACK)
“Anchoring in WHY enables us to inspire innovation that shifts
perceptions and behaviors to position brands for sustainable growth.”
—Sam Evans,
Director, Client Innovation Brandtrust
WWW.BRANDTRUST.COM
HUMAN TRUTH INSPIRES INNOVATION
Human truth inspires innovation
Our emotive, social science research examines the other
MAKE.
95%, the non-conscious part of our minds that actually
our Design Collective to iterate, make and test new things
drives our decisions and is the key to shifting behaviors.
such as:
WHAT WE DO TOGETHER.
We will hunt for and find the truths or “insights” that are the
cornerstone of excellent creative problem-solving, lead to
Then, we leverage our questions—collaborating with
Products & packaging
Experiences
Unique brands
Positioning & messaging
Programs & services
user empathy, and enable us to together create purposeful
brand experiences.
MAP.
First, we level-set the landscape by downloading
DESIGN INSPIRES & CHANGES BEHAVIOR.
and sharing what we all know collectively to establish the
New design gives us pathways to behavior change for both
purpose and objective of the challenge before us. Mapping
external audiences and internal stakeholders—providing
allows us to find the right problem by understanding the full
clarity, focus and integrity of the brand and its experiences.
ecosystem that is in place.
This is change management at its best.
LEARN.
Then, we use our research know-how to dig in—
collaborating with social scientists and psychoanalysts to ask
WHAT WE DO TOGETHER.
“why?” and uncover mental models using some or all of the
We work together to create alignment and buy-in within
following methods:
every part of the organization by developing some or all of
Emotional Inquiry®
Ethnographic Inquiry
Psychometrics
Contextual Inquiry
Appreciative Inquiry
the following:
Accountability & internal employee communication
Employee customer speed empathy sessions
Internal brand storytelling and promise launch
Employee CX ideation and action planning
Business modeling to test feasibility, desirability, viability
Innovation and creative problem-solving training sessions
HUMAN TRUTH INSPIRES DESIGN.
We seek powerful insights in order to shape the next big
idea. This leads to stronger, more emotionally resonant
WHO WE ARE.
brands and experiences as we begin to ask “Why does this
We are trusted advisors and collaborators for some of the
brand exist?” and “Does this have purpose?”
world’s biggest brands, helping them drive their business
performance by identifying the often elusive and unspoken
WHAT WE DO TOGETHER.
needs of their customers. Then we help make sense of the
insights we uncover and optimize the right team to take
We explore opportunities for problem-solving and build new
action. With backgrounds including journalism, architecture,
strategies for growth and alignment.
anthropology, psychology, business strategy, design, neuro
EXPLORE.
As we analyze and synthesize the data together in
work sessions, we formulate:
Peak-End Experience Maps: what are the emotional
micro-moments that matter most?
Empathy Journey Maps: what do they think, feel, say and
do in each touchpoint?
Challenge Charts: we discover the rules of the game…
and how to break them by asking “How might we…?”
WWW.BRANDTRUST.COM
linguistic programming and product development, our people
bring a diverse range of expertise to Brandtrust. But we all
exhibit one single, overriding trait: curiosity. We are the ones
who always want to know “why.”
PLEASE CONTACT US:
312-440-1833 info@brandtrust.com
HUMAN TRUTH INSPIRES INNOVATION