Listening to your customers is good, understanding them is better
Henry Ford once said, "If I had asked people what they wanted, they would have said faster horses."
Not only to listen to what consumers say but to understand their deep and unconscious needs, this is the challenge that many brands from all sectors set themselves and it is to support them in their innovation projects that Furious Intent was born. , a young French company.
"
We support large companies in understanding the hidden needs of their clients, to help them transform these needs into pragmatic solutions with a strong business impact
", explains Sophie Malherbe, co-founder of this agency.
Go beyond conscious desires
To do this, Furious Intent is based on the ZMET study methodology, developed at Harvard's MINDLAB by Professors Olson and Zaltman.
The only French company to be certified to practice this ultra-qualitative methodology, Furious Intent supports its clients from a wide variety of sectors, from industry to real estate, including health, insurance, agri-food, energy and retail.
Its objective: to understand the desires and desires of consumers beyond the conscious on various subjects, such as sustainable development or human resources and on products and services.
"
Humans are full of paradoxes.
He says what he wants to do, but he ends up doing something else.
So, to innovate, we can't just respond to what the customer tells us, we have to look further
,” says Sophie.
A methodology based on metaphors
Thus, the ZMET methodology consists of conducting interviews with consumers, patients and even employees in a very specific way, using visual and verbal metaphors to let their unconscious speak.
Once the results have been interpreted, Furious Intent customers will be able to go beyond the declarative and therefore better transform themselves thanks to new products, services or processes adapted to their target.
But be careful, Sophie warns "
that you have to be ready to hear what the customer has to say for real, it can be shocking but that's what drives companies forward, because it allows you to co-construct with your customers and to try new things
".
So, with this innovative and surprisingly effective methodology, Furious Intent supports its clients to develop with relevance.
In addition to companies and their strategies, the ZMET methodology also applies to societal issues, such as health, energy transition, the feminization of management bodies or the integration of young people into companies.
Furious Intent:
https://www.furiousintent.com/
23, rue Tronchet 75008 Paris
https://www.linkedin.com/company/furious-intent/
sophie.malherbe@furiousintent.com
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