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Product sheet Insight
A 4-week process to create a validated human-centred strategy deriving from in-depth
behavioural research
Why our Insight Product?
With our Insight Product you will get in-depth psychological insight in your consumer or user behaviour. We
will discover how we can move your users from current to desired behaviour, exposing a whole new array of
insights based on behavioural science that will show you what consumers really need and want and how we
get them in motion. Our job is to give you deep human understanding in order to become human-centred
so you’ll be ready to develop strategy and ideas that people really want. Our starting point always is a
behavioural question: what behaviour do you want to influence?
What are outcomes of the Insight Product?
From this product you will discover all emotions, needs, wants, barriers and drivers of your customers or
users. Followed by a well-crafted human-centred master plan for influencing the desired behaviour.
Possible outcomes are a brand positioning, brand strategy, marketing strategy, contact strategy or
campaign strategy, all backed-up and sprouted from thorough behavioural research.
In our Insight Product we combine strategy development, context research, in-depth
consumer research and the set-up of an influence strategy. Whereas these are usually
separate projects, we include them in one product.
How does it work?
We have a set of proven behavioural research tools that we will use to gain valuable and relevant
behavioural insights. You are invited to join the process to gain direct insight. We will translate these
insights into a very hands on Influence Framework and Influence Strategy to enable you to kick-start your
human-centred strategy and concept development.
What do you get?
1. Behavioural Insights
We’ll define which behavioural insights will offer opportunities for you and from there on define a strategy
to engineer the desired behaviour.
2. Context Research
We’ll research your product or service in relation to the competition, we will identify whether you are
offering a solution fitting to a true need.
3. In-depth consumer interviews (6 in total)
We’ll invite potential customers or users to gain rich insight into their needs, current behaviour and
potential appeal to your product or service. We will use tools to uncover behavioural opportunities.
4. Consumer Journey Mapping
Your target customers’ current behaviour is visualized to analyse patterns and spot opportunities.
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5. Influence Framework
Your customers’ behaviour and emotions are mapped and categorized as pains, gains, anxieties or
habits. This way we get clear insight in how to move your users from current to the desired behaviour by
discovering what they really need and want.
6. Roadmap to Success
Your validated behavioural design strategy and ideas are presented in detail, together with a plan to
implement and scale them in practice.
7. Behavioural Design Box™
You will receive a box filled with goodies. From booklets containing your behavioural insights, solid
documentation of the path we took together, digital output of the project deliverables to insight in the SUE
Behavioural Design Method™. Meant to give you all the tools to pitch the project in your organization and
persuade to action.
How do we work?
We work in a scrum process of two 2-week sprints. A dedicated scrum team will be assigned to you,
including a product owner who will be managing your project. After every sprint, a demo day will be
organized. During the process you will be invited to co-creation sessions.
What is the investment?
A fixed price of € 34.900, excluding VAT (see payment conditions below).
What are the timings?
1. Kick-off with budget and team set-up: 2 days + budget approval time of client
2. Creating Product Backlog with deliverables before the start of the sprint: 2 weeks
3. Behavioural Research: 4 weeks (in two 2-week sprints)
4. Behavioural Design Box™: 2 weeks
What is included in the budget?
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A dedicated scrum team working for a month on your project
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All above mentioned 7 deliverables
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Project kick-off and Product Backlog
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Two 2-week sprints, two demo days, co-creation session(s)
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The tools as described: consumer interviews, context research, consumer journey mapping, set-up of a
influence strategy and framework, to uncover meaningful behaviour
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Use of SUE rooms and facilities
Payment conditions:
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An estimate for the product total will be send to you before the start of the project
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After your approval, the project will be planned & started
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The product is invoiced in three steps: 25% at the start of the project, 25% after the first demo day, and
the remaining 50% after the second demo day
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Separate invoices are being send for the three invoice amounts
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The invoice amounts are fixed and clear in the estimate – thus approval phase - being: first invoice
€ 8.725, second invoice € 8.725, final invoice € 17.450, all excluding VAT
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By approving the product estimate, the client approves of these payment conditions
p.2 Possible add-ons:
This product can be boosted by adding the following add-ons:
Add-on
Description
Investment
Expert Insights
Sometimes the behaviour of your target audience needs
€ 1.990
the contextual information or clarification of an expert. In
(one researcher)
this process, we’ll invite experienced experts to gather
deeper insight into motives and behaviour of your target
audience from their point of view. One researcher will
interview 2 experts and do the analysis.
Observation Insights
Sometimes interviews are not enough to get unique
€ 2.590
behavioural insights. People often don’t know what they
(two researchers)
want or need. In this process, we’ll head out to observe
your potential customers in their own context, seeing
them showing real behaviour (or non-behaviour) they
sometimes aren’t aware of themselves. Thus gaining
valuable insight in true needs. Two researchers will do a
half-day of observation and a half-day of analysis.
Online Insights
When working on an online product, we’ll need
€ 1.990
behavioural insights from data. In this process, we’ll use
(one researcher)
different analytics tools to figure out how people behave
online with your product or using search tools. One
researcher will do a one-day insight exploration and halfday of analysis.
Possible follow-up:
Our Ideation Product, in which we develop human-centred ideas that are prototyped, tested, iterated and
validated in 4 weeks. Our job in this product is to turn deep human understanding into ideas that people
really want. For further information, please ask for our product sheet Ideation.
Next to the Insight Product we have 5 more products, some helping you with develop human-centred
concepts others to train your team. You can find all about these products on sueamsterdam/products,
where you can download the detailed product sheets of all our products. Please don’t hesitate to contact us
if you need any help or further information.
In our Product Background PDF you can find more detailed information on behavioural design, the scrum
process and our Behavioural Design Method™. We are more than happy to show you client cases that came
from this product to give you insight in possible outcomes.
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