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Research

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You can’t build successful businesses,
You can’t build successful businesses,
sustain great ideas, or create difference
sustain great ideas, or create difference
without empathy.
without empathy.
1
We know that empathy converts &
We know that empathy converts &
Apathy keeps the status quo.
Apathy keeps the status quo.

63%

of consumers doubt brand intentions are authentic.

77%

of business research is discarded within 30 days.
Openhouse is here to ensure businesses correctly
Openhouse is here to ensure businesses correctly
and authentically include these consumers into their
and authentically include these consumers into their
overall narrative. We use qualitative research
overall narrative. We use qualitative research
as a starting point to change what you think you
as a starting point to change what you think you
may know, and dive into the life long work of
may know, and dive into the life long work of
learning and real relationship building with
learning and real relationship building with
consumers.
consumers.
You can claim to launch new initiatives, create new job
You can claim to launch new initiatives, create new job
titles, propose "skin in the game", but most businesses
titles, propose "skin in the game", but most businesses
are trying to run to a finish line. We are trying
are trying to run to a finish line. We are trying
to transform consumer and business relationships -
to transform consumer and business relationships -
forever.
forever.
How we do it
Target Illumination
Consumers are more empowered and at the same time more wary of brands. We help you increase your empathy muscles while bringing clarity around your market, business and it’s relationship with your consumers.
Segmentation
We are overhauling the concept of segmentation. Instead of dividing people by age, race, and gender, we want to create more nuanced user stories.
Relationship & Journey Mapping
We'll help you map each distinct phase of the customer journey. Behavioral, technical and everything in between. Noting all relevant channels, actors and opportunities to turn brand acquaintances into new friends . We also help you tackle process bias - making sure to minimize inherent inequities.
Persona + Archetype Study
Sometimes the users you currently have are not exactly aligned with the users you want. We listen to and work with you to find out who you’re targeting and create personas surrounding logical groups within that set. We also identify specific needs or objectives of a user or group and keep these needs close when proceeding.
Community Programs
Much of the success of any successful project has to do with the content that’s available to a user and how they’re being asked to find/consume it. We develop a plan that ensures they’re not asked to understand too much too soon, nor are they bored or stalled by an experience that doesn’t provide enough value quickly enough.
IA / Content Strategy
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Consumer & User Flow Development
This is the first visual step in the creative process… of infusing real relatable  human touch points to your various  user groups at a variety of different places within your your overall relationship
Research with Community
We harness the power of storytelling and data to surfaces questions, scrutinize  and highlight narratives used in the marketplace to sell to consumers of color. Then reconstruct more nuanced, positive, and affirming messages co-created with those same consumers.
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