We combine ethnographic and prediction techniques with customer closeness to do just this. 

Spotlight on XSite – case study

The problem:

Like many businesses, Xsite – a leisure and retail destination on the outskirts of Glasgow – need to get into position ready for when the local economy bounces back.  To do this, they needed our help to see how to future-proof their provision, partnerships, marketing and communications.

So, couldn’t we just ask visitors what they want in future?  Well, no not really.  I couldn’t clearly tell you how I will use leisure and retail facilities in the coming months, could you? 

The solution:

We used ethnographic observation with intercept interviews to observe, understand and interpret visitor behaviour.  Intercepting with questions at just the right time allowed us to add visitor attitudes to help qualify behaviours.  This clear read on current and emerging behaviours gave us what we needed to take the next step – a usage and attitude predictor survey.  

Xsite are a busy team; they need to make quick decisions to stay ahead of current and future visitor needs.  Our solution allowed insight to be fed back at regular intervals, meaning that decisions could be made along the way. 

Bringing the insight to life in an engaging and easy to absorb way is an important element of what we do.  Our in-house film captured footage and visitor soundbites.  We overlayed key insights from the research creating a standalone short film that tells the story…forever.

What our client thinks: “Mind Field Research was extremely helpful from the first initial meeting. They explained the entire process and really helped me achieve the objectives and set the marketing strategy for the following year. Having worked with previous research companies, I would recommend Mind Field over any of these for their friendly approach, professionalism and for generally making my job a whole lot easier. The video service they also offer at the end of the research is very helpful for presenting at both director and agency level to really understand who our customer is.” 

Let’s talk more about how we can help you with your research needs. Just email us here.