smart messaging + good design

Good solutions often come from harmonizing contradictions. In marketing to consumers, the most common of these contradictions is what we call the knowledge gap.

The Knowledge Gap
In-house marketers are steeped in the features and benefits of their products. They know what the competition has to offer. They are versed in the underlying technologies. They can speak and understand technical jargon with fluency. Consumers, however, seldom share this knowledge. They often have only a vague idea of what a product is, how it works or why it's good. What's more, they often evaluate products emotionally rather than rationally. When this kind of knowledge gap exists between buyer and seller, marketers can easily talk past their customers.

Bridging the Gap
Smart messaging and good design can help sellers and buyers speak the same language. We use a research- and strategy-driven design process to uncover messages with meaning to both groups. This means questions—and lots of them.

Asking questions of marketers, product designers, sales people and customers helps us understand not only what the product is, but how the various groups talk about it. Through formal and informal research, we lay a foundation for translating what sellers need to say into the verbal and visual language buyers can understand. Though we become very familiar with our clients products, it’s our role as an outsider that helps us bridge the gap between the world of the seller and the world of the buyer.