Who & Why

Lots of products are being thrown at an overcrowded marketplace in the hope that something sticks.

It is essential that we fully understand who we are designing them for and why.

At The Ideas Monster with all new product contracts we apply advanced human-centred, service design methodologies and user research to the front-end of new product development.

Focus Groups

The video still above depicts a recent focus group held with people we had identified from the 5 major cycling groups (‘tribes’) in terms of why people cycle e.g. from practical bike users to more trend related hobbyists who are more emotionally connected to their bike and cycling products etc.

We also conducted focus groups with car drivers, motorcyclists, hard-core cyclists & pedestrians to discuss cycling in the UK and to better understand the behaviour and attitudes of those on the roads.