Real-time insights using digital diaries

The poocho way

Research in action.

The first step towards building a great business is knowing your customer. At Poocho, we use digital methods to understand the experiences of your target audience. Why digital? Because technology allows us to connect with people anywhere, anytime. And because, you'd agree, our online selves are mere extensions of who we are in the "real" world.

Research takes two forms - primary and secondary. Secondary research is about competitive analysis, lots of reading and interviews with you, the client. Primary research is when we communicate directly with your target audience using a variety of multimedia touchpoints. The end result is rich media customer journeys, personas and deep-dive insights into the lives of your people.

Story in numbers

4.1ᵏ

Hours of research and analysis clocked last year

339

Minutes of video and audio recordings on daily rituals

180

Virtual interviews conducted over Zoom, Skype, WhatsApp and Microsoft Teams

1.5ᵏ

Photographs of everyday life shared by Poocho Pals

Statistics

We collect survey data in order to construct a baseline understanding of our target audience. This generally takes the form of single choice, multiple choice and ranking questions.

Quantitative data reveals patterns that we unpack using other methods. It is just the beginning of our insights journey.

Photographs

A picture is worth a thousand words. It is also worth a 1,000 surveys. Photographs help us build visual narratives around data-in-context.

They also expose the environment in which an activity or behavior is taking place. This gives us an added dimension of understanding.

Audioscapes

Audio recordings offer a truly sensory experience. We get to focus on what the person is saying, their tone of voice, and even the auditory textures of their environment.

Audio-based data collection also helps us overcome language barriers and are great for those participants who have hectic schedules or simply prefer talking over typing!

Videos

Videos allow us to experience life in motion. We use videos for conducting interviews, observing behaviors and rituals, and for real-time collaborative exercises and workshops using Miro.

Video-based insights are the most personalized and least structured form of engagement with participants.

Live Chats

Smartphone-based live chats are real-time conversations between participants and a researcher. Think of them as chat-style short interviews.

Live chats are very useful for deep dives, instant clarifications and synthesis in the middle of a research campaign. Emojis, gifs and memes make for an even livelier exchange!

Statistics Beat

We collect statistical information in order to construct a baseline understanding of our target audience. This generally takes the form of single-choice or multiple-choice questions.

Quantitative data reveals patterns that we unpack using other beats. It is just the beginning of our insights journey.

Photo beat

Sometimes a picture is worth a thousand words. Photo beats help us build visual narratives using data-in-context.

Photos also expose the environment in which an activity or behavior is taking place. This gives us an added dimension of understanding.

Audio Beat

Audio beats offer a truly sensory experience. We get to focus on what the person is saying, their tone of voice, and even the auditory textures of their environment.

Audio beats help us overcome language barriers, and are great for those participants who have hectic schedules or simply prefer talking over typing!

Video beat

Video beats allow us to experience life in motion. We use videos for conducting interviews, collecting testimonials and for real-time, collaborative exercises.

This beat is the most personalized and least structured form of engagement with participants

Live Beat

A live chat beat is a real-time, chat-based conversation between a participant and researcher. Think of it as a chat-style short interview.

Live Chat beats are very useful for deep dives, instant clarifications and synthesis in the middle of an insights campaign. Emojis, gifs and memes make for an even livelier exchange!

Looking for a research partner? Check out our packages and pricing details.

What you get

Small, expert teams

Our teams are agile, multi-disciplinary and highly experienced. We believe in collaborative work so work closely with you till the very end.

Global mindset, global research

We embrace diversity all around. Our team is 50% female and spread across 3 continents. Our participants live across 30 cities in both hemispheres.

Ongoing validation

We continuously cross-reference data using different methods. This means you get scientifically rigorous and highly contextual insights to confidently act on.

Compliant research

Data is anonymized and scrubbed of personally identifying information before being shared. You get the data without the headache of legal compliance.

Real-time insights

Our insights are impactful because our research questions are responsive to participant feedback in real-time. This is the power of digital research.

Data-driven strategy

We offer end-to-end solutions in branding, marketing and product design that are guided by primary research with your target audience.

How we do it

01
Discover

We talk to stakeholders and experts to get the insider’s perspective. We use exploratory interview techniques and digital research tools to map out the problem space. We fill in the gaps using secondary desk research.

02
Create

We’ve developed our own research methodology and proprietary templates to design insights campaigns that uncover deep insights in a short period of time. Our process is rigorous and highly efficient, complete with timelines, research guides, checklists and process documents.

03
Collect

Our mobile-friendly toolkit allows us to connect with audiences in their own environment. We use a combination of online interviews, digital surveys and diary techniques to paint the full picture of a week in the life of a cohort of people.

04
Decode

We analyse and synthesise the data into insights, personas, journey maps, and opportunities to answer your research questions and validate hypotheses. We use a combination of teamwork, real-time digital whiteboards and online collaboration tools to create research outcomes and recommendations you can be inspired by.