Deeper Insights
Find the needs users struggle to put into words.
Use projective techniques to get beyond the obvious answers and uncover underlying motivations, opening up new possibilities for the product.
R&D expertise trusted by world-class brands
The first answer is rarely the whole answer.
“I want something lighter.”
“I wish this was easier.”
“I want it to feel more premium.”
What R&D still needs to understand:
What’s really driving those reactions?
Define the gap users want the product to close.
Today’s world
Current habits, frustrations and workarounds.
The tension
The unmet need sitting between the two.
Ideal world
What users would rather be able to do, feel or experience.
Give your team better questions to ask.
Inside Innovation Gym®, Deeper Insights combines projective techniques with built-in coaching prompts, helping R&D explore what sits beneath the obvious answers and organise what they uncover into a more useful picture of user needs.
Go indirect
Use imagery, analogy or personification to open up different responses.
Unpack the Why
Probe the motivations and tensions behind what comes up.
Make sense of it
Group the findings into distinct needs and opportunities.
Illustrative example: What Deeper Insights can uncover for an SPF brand
A premium skincare brand looking to make high-factor SPF part of more people’s daily routines might start with familiar feedback: it feels greasy, leaves a white cast or doesn’t sit well under make-up.
Deeper Insights explores the needs and motivations underneath those first reactions, revealing different directions for the product:
Everyday lux
SPF that feels luxurious enough to become part of a regular skincare ritual.
Visible boost
Daily protection that also supports how users want their skin to look and feel.
One-stop accessibility
Straightforward SPF designed to fit easily into different routines.
Glow and go
Lightweight protection that works naturally alongside make-up.
A closer look:
Visible boost
SPF that feels nourishing, disappears on the skin and wears comfortably throughout the day.
The opportunity:
Clearer routes for where to take the product next.
Where Deeper Insights fits in the bigger picture.
Deeper Insights sits alongside Product User Journey at the start of the Product Design side of Untapped’s Connected R&D Playbook.
It takes the wishes and pain points R&D wants to explore further, then feeds that understanding into Untapped Ideal Product Model™ and the product decisions that follow.
