W.ingResearch's approach consists of following 3 parts.

1. Mind-Inside

The innovation comes from the insight of consumers’ behaviors and needs. Mind-Inside is the patented insight and creation tool of W.ingResearch.

‘Insight’ is a popular word these days, but we find it widely misused. Insight is not just the observation of facts, research results and observation. Actually, understanding the relationship between the insight and the observation is the key to achieving powerful, exciting and valuable insights. Observation records the words and the actions of people, normally it merely stays at a data stage. Insight shows the underlying reason behind human preferences and behaviors, their needs, emotions, motivation, values, etc., and explains these impulses and behaviors from different perspectives. The value of insight and the exploration of humanity is in the discovery of new market opportunities and implementation of more effective market strategies.

Mind-Inside is composed of two main parts. First, the observation and collection of information by different means. Second, inspirational discussions exploring the information to turn the observations into consumer insight.

Observation is the basis of insight. With different methods including ‘shadowing’, ‘fly on the wall’, ‘video observation’, ‘AEIOU’, ‘Behavioral Mapping’, etc. we collect the information. We might spend several hours or even days with our consumer focus group to be fully informed of their daily habits and concerns. This kind of observation helps us to pick up a lot of interesting and useful information about the consumer and their goals and motivations. However, the information is often too particular, vague or one-sided with no definable meaning. What’s more, without analysis, these observations will fail to precisely explain the motivation of the consumer.

Our creative and innovation experts work with the target consumer focus group and the clients’ teams to explain the information we get from our observations and reach conclusions to turn the results of observation into vivid and relevant insight. Additionally, professional training, market research, segmentation and life cycle development, second-hand information collection work and information filtration are also important in transforming observation into insight.

During the whole creation process, the effect of insight is vital, innovation and creation become easier with full and clear insight.

2. Smart Group

Smart Group is a tool to generate concepts and ideas for W.ingResearch. The principle behind Smart Group is simple: consumers should themselves be the centre of creating suitable ideas.

Those who don’t put the consumer at the centre of the innovation will fail to meet or reflect people’s needs and behaviors. According to our experience and observation, most consumers stay on the solid ground of their routine life. Most people find it difficult to imagine unknown matters, let alone clearly express those creative ideas. So, we work with consumers who enjoy challenging and unconventional thinking. We get them involved in the creative process at the right time in the right way. Working with our creative experts they can have the strongest creative tools and assistance to cultivate the most exciting and original ideas and reach the full potential of the creative process.

Really creative consumers are rare. The establishment of a stable databank for each consumer based on the discovery, development and training of these people is the root of our ability to make sure that our research is closely related to the consumer’s and the market’s needs.

The next challenge is to distinguish and evaluate the consumer’s creative ability. Generally speaking, we organize tests to evaluate their way of thinking and creativity. At the same time, we observe their ability to collect creative ideas and in team discussions and problem solving. The creative evaluation test also rates a person’s abstract thinking, creative demonstration abilities, along with their originality, emotional expression, divergent thinking, story telling and productive resistance.

We have found the very best way to inspire more productivity of those consumers in real-life situations is to set them in a creative discussion meeting environment to practice and test, such as our own unique “Short-term Creativity Simulation - Intense Training”. From this seminar we can see how candidates are working independently inside groups. Also we can train our candidates to solve problems creatively using various exercises and techniques.

We gather these creative consumers, experts and clients in an open and inspiring atmosphere. With the help of the latest creativity development techniques and our skilled experts, we have exciting creative ideas being continuously produced. Then, we process the best ideas into a complete and accessible concept, to be ready for further exploration and tests.

Smart Group is pivotal in the creative process, turning the consumer’s insights, achieved from the Mind-Inside process, into practical ideas. Creative consumers are also used in many other aspects in the creative process. For example, concept development and improvement, product assessment, and the marketing strategies.

3. NI-Accelerator

NI-Accelerator is the idea development tool of W.ingResearch for quickly improving undeveloped ideas.

We assemble the creative consumers, the test market focus group, our experts and clients in an open and inspiring environment for a series of interactive discussions. During these discussions, we assist our consumers and clients to improve and refine the ideas in each seminar.

We believe to best enable creativity we need to use suitable consumers in the process at the right time in a suitable way. Though they may the target market, most Chinese people are not used to expressing their ideas and thoughts in front of strangers, as they are very conscious of the logic and acceptance of their remarks. The fact that we need the consumer’s input, and their probable reluctance to participate fully in the creative process presents obvious difficulties.

Therefore, we have each creative consumer from the databank bring a friend or relative to the seminar. Attendees can express their ideas with less pressure, and brainstorming with both familiar and new people accelerates the production and improvement of new ideas and concepts.

During the NI-Accelerator process, our team plays a special role. We oversee the seminars and contribute our ideas when the attendees need impetus. We also record the creativity process and provide artists on site to give visualization to the ideas. Our clients can attend the seminars at any time to shape the course of the process, and confirm the final concept results. So, NI-Accelerator is the best and the fastest way to develop New Ideas.