Data is helpful to articulate your customers' demographics, but you have to walk in their shoes to really understand their needs. It's critical to learn what you don't already know, and hear what consumers don't explicitly say. Play takes an experiential, holistic approach to gathering consumer insights. Like living with skiers for a week to understand their needs. Or enrolling college-male consumers by hiring college women to recruit them (turnout was unheard of). We design explorations with consumer groups, preferably in natural environments such as the home. Whether they be teens, women, beer drinkers, or Detroit hipsters; they don't communicate the same way. We constantly reinvent new approaches for different consumer segments.
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