Spear Strategy

we help brand builders discover an intuitive understanding of their customer and brand through creative face-to-face research into the four layers of customer experience. core consumer motivations | what are the human drives that underly behavior? emerging category meanings | what are the metaphors that express the category? lived product/service experience | how does the consumer actually experience the product? personal brand relationship | what is the state of the perceptions, expectations, and associations? by focusing on unconscious associations & cultural observation, brand listening provides unique access to the motivations that drive behavior, emotions that shape the customer experience, and meanings that create culture, to inform, not dictate, decision-making. depth interviews | in person, webcam, or facetime explorations of individual experiences. group discussions | deep projective explorations of category & brand. contextual observation | immersive, ethnographic interviews