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We start with understanding people’s underserved desires in the context of their worldviews. That understanding is used to design commercially-viable solutions through problem-solving, stories and passion.
OBSESS ON THE PROBLEM
We need to understand barriers that stop people from achieving what they want to achieve with an experience. The dilemma is essential. Without it there is no problem to solve, and no latent need calling for a solution. The problem that someone is trying to solve has to be both important enough to want to make a change and strong enough reset the inertia of existing routines.
Thin data seeks to understand us based on what we do. Thick data seeks to understand us in terms of how we relate to the many different worlds we inhabit. In G4A, we get to needs and pains through 1:1 qualitative interviews and observations where people live, work and play. Observing behavior is often a much better indicator of needs than interviews because what we say and what we do often contradict. Much of what we learn is in the unspoken – things like tone, body language and mood are important to finding the problem. We also do walkabouts, ride-alongs, and secret shopper excursions to piece together actions and emotions with words. Our job is to figure out what’s really important to people, to find the problem worth solving - one that people are willing to pay a premium to solve.
G4A looks at people not through our own lens of experiences, but as they see themselves today and in the future. Our philosophy incorporates pieces of well-known methods such as Design Thinking, Human-Centered Design, Jobs to be Done.. with the important distinction of the behavioral science lens. Our goal is to help people improve their life situation – to become more than they are!