Empathy conversations are one-on-one user interviews that reveal what your customers are really thinking, feeling, and experiencing. Essential for any human-centred marketing strategy. While customer journey maps give us a structured view of the customer experience,...
Shadowing is an in-the-moment observation technique used in the empathise phase of human-centred design. It gives marketers a rare window into a customer’s real-world habits, environment, and decisions, revealing insights that interviews alone can’t uncover. If you...
Want to build a better marketing strategy? Step out of the meeting room and into your customer’s world. “Be the User” is an immersion technique used in the empathise phase of human-centred design. It helps marketers and teams build real, lived understanding of...
When you’re building a marketing strategy, it’s easy to focus on what you want, more clicks, more leads, more revenue. But smart marketers know that real traction comes when you flip the lens and focus on what your customers are actually experiencing. That’s where a...
There’s a moment, right at the beginning of building a marketing strategy, that sets the tone for everything that follows. It’s quiet, simple, even a bit overlooked. But it’s where the real work begins: framing the challenge. Before anyone fires up Canva, talks...
In the chaotic world of marketing, clarity is a competitive advantage. One of the biggest threats to a successful marketing campaign or strategy isn’t a lack of ideas. It’s a lack of focus. That’s where the “Rope of Scope” method shines: it’s a deceptively simple...
