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

1.3ᵏ

Photographs of everyday life shared by Poocho Pals last year.

53

Videos showing habits and daily rituals of Poocho Pals.

92

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

216

Audio recordings shared by Poocho Pals during quiet moments in their day.

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!
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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.

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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.

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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!

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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

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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!

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.

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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!

What is a beat?

What people say they do and what they do isn’t necessarily the same. Sometimes this boils down to how we asked the question. At Poocho, we use a combination of multimedia interactions (or "beats") to understand the same problem. Beats are the building blocks of an insights campaign. Strung together, beats offer a contextual, dynamic and holistic perspective of your problem statement. We dare say that, in this case, the whole is definitely greater than the sum of its parts.

Why we use the beats method.

Let’s face it. People love nudges.

How do you get quality insights from busy people? By being mindful of their time. Each beat functions like a nudge. Together they take the pressure off participants to do it all at once.

A string of beats = Validated insights.

We are confident of our insights because we cross-reference our data across all beats. This means you get rigorous and highly contextual data that you can confidently act on.

A playbook for agile research.

We synthesize and iterate on bite-sized data as it comes in. Campaigns produce more value because they are responsive to participant feedback in real-time.

Participants can't get enough!

The crew made it very comfortable to open up and interact. Kudos.
Akshay, 26
It's was very interactive and fun for me.
Akshita, 23
A more interesting and involved exercise.
Santosh, 32
Had a very good experience.
Umapati, 44
There are a lot of things we don’t notice in our daily lifestyle. This study made me more aware.
Pragya, 20
There was an interaction everyday, which I think gets you involved in the process.
Tarab, 23