Design Thinking Philosophy

Who is it for? We first identify the target audience and the customer profile. It is critical to understand the consumer of this research and his/her profile in terms of topic understanding and expectations.

For example: If the customer is CMO then design thinking is different than it would be if the customer was a CIO.

Why do we customize the DTP for each customer?

Every customer varies in their way of consuming research content and accordingly using it to transform their business. The way our deliverables look and feel differ for each audience type. For an IT decision maker/CIO/CTO, we ensure that the deliverable highlights what is relevant to their function. We design it accordingly such as using digital and technology centric themes, colours and letterings, which further increases visual recall and longevity of the content.

What is collaborative design?

At Greyhound Knowledge Group every project goes through a collaborative design cycle where the team contributes to and develops the design ideologies for each research and advisory project. For the end client the deliverable might be impacting several functionalities in a business, we get holistic opinions from the team to ensure we are able to deliver over and above what our clients expect.

What is the DTP behind creating a survey?

For a lot of our research projects, we require conducting extensive surveys and interviews to gather on-ground insights. A successful survey is when we keep our stakeholders engaged and invested throughout the survey and at the same time capture maximum insights. The design thinking process needs to apply when we are designing surveys as well. A survey for C-level executive’s needs to have a minimalistic and elitist theme. However a consumer survey can be creative, more interactive, include imagery.

What is the DTP behind executing research?

At Greyhound Knowledge Group, we implement the DTP in designing the way the execution of research is conducted. It is critical that we have a well-planned research framework that guides us through each step of the research study. Research Design includes setting up a hypothesis based on the business issue/problem at hand and designing steps forward to validate this hypothesis.

How do we leverage mobile & social media for research execution?

While we conduct research based on the designed framework, we also use innovative ways to collect our data points. At Greyhound Knowledge Group we believe in using the power of mobile and social to gather our research data.

  • Social: We work with digital teams to launch social campaigns for our research. We use platforms such as Twitter & Facebook when we want to launch large consumer based research surveys. For focused and enterprise level research studies we target LinkedIn and LinkedIn groups/forums.
  • Mobile: We have a team of primary researchers who do the extensive level of fieldwork for each research study we undertake. We have innovated this process and made it efficient and transparent by leveraging the power of mobile. We equip each of our researchers with tough books (sturdy tablets designed for rough usage), the data is collected and analysed in real time. This eliminates delays caused due to data conversion and entry.

Why do we need DTP for our research deliverables?

Our deliverables are customized according to the consumer of the research study. Our final deliverables cater to broadly 2 types of audience: either the average consumer or a specific set of decision makers in a business. When creating research deliverables we backtrack to the first step i.e. profiling the audience and accordingly design our final deliverables.

For example: The average consumer would always require easy-to-understand and concise insights that are relevant to his daily routine. On the other hand a CIO and CTO prefer detailed analysis and number heavy deliverables. However a marketing deliverable differs and it needs to be more about top level insights and less about numbers.