Immersive Hidden Depth
Deeply immersive and contextual research has been a part of The Hidden Depth since our start.
Immersive HD is the fastest way to get to solutions across disciplines and stakeholder groups. They are exceptional in linking knowledge and creativity through the lens of reality.
Good for questions like…
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How do external forces in people’s lives impact behaviour? What are the practical trades-off?
Real life example: How does Generation Z see their body (veganism, orthorexia, Adonis complex) and how will this affect their choices as they grow up when it comes to treatments and conversation with HCPs?
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What happens in the space between patients and HCPs? Between family members? Between colleagues? What are they really thinking and feeling? What is the power-game at play?
Real life example: What happens during a consultation with a dermatologist around fillers? How are sensitive topics addressed – beauty, age, gender? How can this knowledge help position a new polymer in a saturated market?
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What are the needs people have and may not be able to articulate? How can innovation and communication harness those needs?
Real life example: What are the hidden needs that push young people to still smoke tobacco, while saying they want to stop? What can be created and what can be said to express those needs through smoking cessation innovations?
Details
Structure and Method
IHD offers the possibility for clients to go deep into participants’ psychology and wide within the contexts they inhabit, to subjectively experience, at a human level, what other experiences may feel like. By creating a shared environment, IHD accelerates the learning process and provides the opportunity to work together towards a solution.
In Practice - Results and Outputs
The process is shorter and more intense than traditional HD Interviews, taking just 6-7 weeks from the start of fieldwork to refined solutions. IHD takes place in a shared “pop up studio” where clients and the research team live and work together in market. The process comprises 3 separate phases.
In Phase 1, at least 24 respondents are interviewed via regular HD Interviews online. This is followed by a ‘live’ visit with a select number of highly representative respondents. This process typically takes 2 weeks.
In Phase 2, clients join the research team in the shared premises. The representative respondents are invited into the studio and their HD interviews are ‘re-enacted,’ giving clients the opportunity to experience the deeper material which cannot be accessed with observation only, or by ‘cold’ co-working with people. During this phase learnings are discussed each evening to identify opportunities. This takes approx. 1 week.
In Phase 3, the collective learnings and solutions identified are checked against the overall knowledge coming form HD to ensure that they tap into the emotional values the entire original sample entertained. The vetted solutions are then summarised in a reference document to brief innovation and communication. This takes approx. 2 weeks.