Uncovering what motivates consumers' buying decisions is critical for a brand's development process. But how brands go about deciphering such integral information is often conducted in small, cookie-cutter, closed-up rooms, clustered around a conference table. Looking to improve this process, Soulsight created Soul-Lab, a creative environment enlisting a proprietary methodology that helps brands tap into the core human truths that inspire their consumers.
"I believe that consumer truths are best found when people feel comfortable and welcomed," explained George Argyros, Partner & CEO of Soulsight. "While traditional qualitative research facilities can deliver good results, we believe the best consumer insights are those gathered within an environment that generates inspiration and a sense of comfort. People are more apt to share their true thoughts and feelings when they don't feel as if they're being examined under a microscope, but rather are part of a thoughtful conversation."
Soul-Lab is a non-traditional, lounge style, consumer qualitative research facility that is an optimized space for focus-groups, collaborative brand workshops, brainstorms, and break-out workspaces - all under the overarching mission of consumer-centric brand design. Paired with a highly collaborative, multi-dimensional, proven process for strategy, research, and concept development called Brand Soul, Soulsight's team is able to dig deep to uncover the true nature of a brand's connection with consumers, while turning discovery to insights, and transforming strategy into innovation.
"The Soul-Lab has deepened our direct connection to the human experience, while allowing our team an opportunity to get firsthand consumer insights that fuel our brand strategy and innovative branding solutions that have generated brand growth and increased sales velocity for our clients," added Argyros. "We're excited to see the impact it will have on many other brands in the future."
Photography: Aimee Mazzenga