Laddering To Emotional Content
A case study
Following a roll-out of a new technology platform, our client was charged with establishing a leadership position in a market where they had little brand equity.
They partnered with us in hopes that we could go beyond the world of technology and into the realm of emotional content: identifying what mattered most to their customers on a deeper level. They hoped that doing so would enable them to establish market differentiators in areas other than the technology, itself, which was more of a legacy strategy.
Following a series of ethnographic engagements with their customers in the context of their working environments, we analyzed the content, mapped the customer journey and identified areas of need and desire sparked by the rich layers of emotion-based findings.
"Sometimes I think corporations get so wrapped up in the business end of things that they forget the reason why they're there in the first place," said one of the customers during the interview process. This process was a gateway to emotional needs and desires that could be addressed via the intangibles of customer experience.
"Without that emotional content, I would have completely lost the fact that the value of our product is about reducing stress," says our client, a senior director of customer service and business development. "I would have had efficiency and those kind of things, right? Like, this tool will drive your efficiency. But really the difference is made in everything around the tool and the feeling it creates that makes people value it so much. That would have never come across if we hadn't gone so deeply in the interviews."