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Personas are a useful tool for both designers and marketers. When done well, they bring to life real people with real needs and values. They can help us make our products and messages intelligible, resonant, and meaningful.
Unfortunately, this is not what usually happens.
As Steve Portigal has warned, personas are frequently done poorly. They are flat, [...]

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Categories: Blog · culture · design · home · personas · product design

The LA Times is reporting a shocking finding: men are doing the grocery shopping! In other news, they also apparently buy clothes, change diapers, and book swimming lessons. Will wonders never cease. The Times tells us that the grocery retailers are finally waking up to this supposed gender revolution:
The nation’s biggest food and personal products [...]

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Categories: Blog · culture · feminism · food · home · market research · sociology · women

Christmas shopping season is in full swing, but one retail company stands out for its message: don’t buy our stuff. That’s right, Patagonia is telling its customers that they should NOT buy more of its products. From their blog:
What kind of crazy reverse psychology is this? Is Patagonia trying to fool its customers into buying [...]

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Categories: Blog · anthropology · brand · ethnography · home · market research · qualitative research

On or around October 7, BlackBerry users in Europe started noticing problems with their email and BlackBerry Messenger (BBM) service. By October 12, the outage had spread to North America. Not all of BlackBerry’s 70 million customers were affected, but a significant portion certainly were.
Copernicus saw an opportunity to understand a little more about the [...]

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Categories: BlackBerry · Blog · home · mobile · quantitative research · sociology · survey

I had the privilege to work under Roger Martin when I worked at the Institute for Competitiveness and Prosperity. Roger’s got much to say about innovation, and I find his take to generally reinforce the “qualitative lens” Copernicus takes to its projects. Roger recently wrote for Harvard Business Review that companies don’t get growth from [...]

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Categories: Blog · anthropology · design · ethnography · home · market research

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