White Papers
Symplicit have conducted 100s of research and design projects, focusing on creating an effective digital experience. Here are some of the insights we’ve observed throughout the years.
What's hot in brand research?
Thinking about brand there are many definitions and specific areas of focus eg brand strategy, equity and extension however it is consistently described in ways that can be summed up as:
Brand is a dynamic system which generates and responds to perceptions about value.
A brand lives in the domain of emotions and meaning-making but also in usefulness and usability. It may spread across multiple channels, physical devices and software. It can be communicated and experienced in direct and indirect ways.
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Download Brand Research Whitepaper (pdf, 491 KB)
Eye Tracking: Measurable Customer Insights
The capacity to observe existing and potential customers’ behaviour as they engage with your products and services in real time is a source of competitive advantage.
Observing customers is the vital, raw energy which provides data and information and sparks the process of analysis and interpretation. An interactive, synchronous exchange enables you to accurately analyse and interpret customer behaviour in context and understand customer goals, needs and desires.
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Download Eye Tracking Whitepaper (pdf, 322 KB)
Personas: Designing for Real People
Personas are fictitious, specific, concrete representations of target users. They provide timely, easy-to-understand and remember information about users.
Personas can guide effort throughout the development lifecycle and provide value for varied teams and roles e.g., Product Managers, Producers and Designers from planning through requirements gathering to design, IT staff during implementation and testing and marketing staff as a stimulus to create marketing strategy and communicate it through brand and advertising.
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