OUR WORK

Our customer insights make an impact.

Read on to learn how we’ve helped clients uncover customer needs through contextual interviews, personas, and more.

CASE STUDY

Uncovering the Unmet Needs of Scientific Innovators

We combined a Jobs-to-be-Done (JTBD) approach with our cognitive science-backed Psychological Profiles to identify key unmet needs and launch new product discovery projects for a major scientific association.

A leading global scientific association—primarily serving an academic customer base—sought to expand its impact beyond academia to better reach and engage industry scientists. This initiative aimed to uncover critical insights into the unique information needs, motivations, and behaviors of scientists working in various industrial roles, enabling the association to create resources and offerings tailored to this previously underrepresented audience.

CHALLENGE

To tackle this challenge, Brilliant conducted a comprehensive series of contextual interviews across diverse geographic regions and industries. Using our specialized Six Minds Analysis framework and a Jobs-to-be-Done (JTBD) methodology, we meticulously crafted psychological profiles and experience maps. These tools captured the nuanced motivations, goals, and behavioral patterns of industry scientists, allowing us to deeply understand their specific needs, workflows, and decision-making processes. By focusing on both functional and emotional drivers, we developed a rich portrait of industry scientists’ information-seeking behaviors and priorities.

APPROACH

Our research uncovered more than ten unique audience segments, each with distinct motivations, objectives, preferred communication styles, and unmet needs. From innovation investors to hands-on lab scientists, each group presented specific challenges and opportunities.

We identified four primary segments, each comprising 1-3 sub-segments. These profiles and experience maps empowered our client to strategically target key unmet needs within each segment.

The insights generated served as a springboard for product discovery initiatives tailored to each major segment, enabling the association to expand its relevance and reach into the broader industry scientist community.