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What does the world need that your business is uniquely suited to provide? 

The 9 WHY’s reveal the Motivations that fuel growth.

While many talk about product innovation via ‘platforms,’ few can define an innovation platform. Quite simply, established BeSci reveals the 4 Motivations – and the 4 associated platforms – that drive behavior. And set the foundation for the future of your business.

Our platform development technique leverages our StorySimple software to merge everything you already know about your business with our knowledge about human behavioral science to identify the richest opportunities unique to YOUR brand.

Within StorySimple, we create strategic ladders that stack product, category, and human layers to reveal the Felt Needs consumers experience, which drive (or prevent) behavior.

Our strategic platforms yield an enduring playbook, spelling out not only what should be done today, but the opportunity over time to drive sequenced growth for the long haul.

Mystical Words From Innovation Finally Defined

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Leveraging both types of thinking is key to evaluating & improving ideas.

The human brain naturally evaluates stimuli (like a marketing message or a new product) two ways:

  1. Fast thinking guides behavior and attention in a real life shopping situation, where choices are made quickly and information is limited.
  2. Slow thinking guides behavior in a marketing communication situation, where information is readily available and the consumer can engage with the proposition at a more deliberate level.

Our concept vetting approach leverages both types of cognition in a quant-size study that still yields deep understanding of WHY an idea is performing in a certain way, and how to optimize it. Each concept is evaluated across 7 distinct phases to assess the fast thinking reaction, the slow thinking reaction, and to identify specific ways to improve both.

BeSci Ethnography

Observing The 9 WHY’s at work in peoples’ natural habitats.

// Felt Need //: the articulation of an emotional motivation that compels behavior that is un- or under-addressed in the current marketplace.

Uncovering Felt Needs is the key to successful innovation and marketing programs (many stop at mere consumer insights). Your consumer’s journey to discovering, buying, enjoying, loving, and advocating your brand happens lots of places throughout daily life. Our ethnographic study lets us ride shotgun 24/7 – and our established psychology-driven activities let us ensure we uncover the WHY’s behind real-life behavior.

Getting to the core of consumer behavior with ethnographic research means observing people up-close-and-personal, in real life – even when nothing is happening (in fact, those are often the parts that matter most).

Our mobile ethnography + online ethnography embeds us (and your team) in the lives of consumers to uncover the Felt Needs people need resolved – and that will grow your business.

Concept Development

Elevating FROM “products we might try to sell” TO “behavior we can enable.” 

New ideas come and go. The key to successful concepts is reframing them FROM “products we might try to sell” TO “behavior we believe we can enable.”

Our sensory-centered concept development approach creates simple concepts and strategies that leverage natural human cognition to empower behavior change. Our concepts leverage The 9 WHY’s to clearly articulate the Motivation it serves and the Cost it reduces.

Each concept also leverages our exclusive System 1 // System 2 Design guide – an exhaustive resource that connects The 9 WHY’s to tangible design, providing tactical instruction on everything from how to capture attention, to how to create deep meaning with composition, color, and even font. It’s truly a wiring guide to human cognition – and the behavior that follows.

Concept visuals: Avoiding the Uncanny Valley

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Do you even need more research? Most companies sit atop a mountain of unrealized understanding.

Past projects, studies, initiatives, and ‘tribal knowledge’ represent a wealth of know-how. And yet, that knowledge is relegated to archived servers, and occasionally sifted through like the proverbial needle in a haystack.

Thanks to The 9 WHY’s, there’s far more value there than meets the eye. We leverage this BeSci-driven framework within our StorySimple process to transform mere ‘background documents’ into tighter research briefs, and can often identify huge opportunities based on existing information alone.

Whether the first phase in a global initiative, or simply trying to answer a tough internal strategic question, we’ll show you just how much you actually already know.