Conversation™ CS
Your guide to unlocking deeper consumer insights
This document helps us understand what matters most for your business so we can create the right conversational themes to uncover the insights you need.
1. Business challenge* for SoW
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What problem are you trying to solve or what current specific situations are you trying to improve?
What are your core motivations prompting this research? What keeps you up at night?
What do you need to know to move forward confidently?
How will you use these findings in your planning?
2. Target Audience* for SoW
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Who do we need to talk to?
Who are the specific stakeholders you need to hear from?
What characteristics define your ideal participants? Think age, usage of your product, language, etc.
Are there different segments we should compare?
What areas do we need to explore?
What are the most important subjects you want to understand better?
What consumer behaviours or attitudes are mysterious to you right now?
If you had the chance to sit face to face with a participant of your audience, what would you like to talk about?
What assumptions about your market fit need testing? Let’s list them!
Where does your brand stand today?
How do you think consumers currently see your brand/product?
What do you think they are missing (misunderstanding) about your brand/product?
What competitor activities are influencing your market?
Among your competitors, who do you need to distance yourself from ? (Brand superiority)
What regional or market-specific challenges are you facing?
What experiences should we discuss?
What emotional connections do consumers have with this category/brand?
What emotional barriers might exist that affect behaviour in this space?
What aspirational feelings do you want associated with your brand/product?
Either 5a or 5b needs to be selected. These are two different purposes and cannot be performed through a single CS.
5b. Creative & Message Evaluation (PT Lite Focus)
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What marketing elements need assessment?
What specific advertising elements or campaigns need deeper feedback?
What aspects of your messaging, visuals, or tone need evaluation?
What consumer takeaways or impressions are you hoping to achieve?
How might these insights influence your direction?
What would be the most helpful discoveries from this research?
What kinds of findings would directly influence your strategy?
What questions, if answered, would make the biggest difference?
Is there a question you wish you could ask your audience?
7. Additional Considerations
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What else should we know to craft effective themes?
What previous research has been conducted, and what did you learn?
Are there cultural, regional, or organizational factors we should be sensitive to?
Are there specific language considerations or terminology preferences we should adopt?
