Design Insight

Looking into the psychology of customers to reveal hidden insights driving behaviors, we can support the development and improvement of products and services

In today's market, customer needs and expectations are rapidly changing and becoming more complex, and companies need to respond quickly and appropriately to these changes. However, many companies tend to overlook the potential insights from their customers which can help, and as a result, they risk losing their competitive edge in the market.
To address this issue, mct supports clients through various interview research methods to investigate and analyze the psychology of customers, and provide the kind of deep user insights required by companies. This enables companies to grasp the hidden needs of their customers and create ideas for products and services that more effectively address those needs.
The value of insights goes beyond improving customer satisfaction. Being able to understand the essential needs of customers is key to differentiating yourself from other companies in a highly competitive market. By providing products and services that tap into customer expectations and desires, companies can increase brand loyalty and build long-term customer relationships.  Also, strategic decisions based on accurate insights can serve as a guide to developing new markets and business opportunities while minimizing risk.

In-Depth Interviews

With more than 20 years of project experience, mct has accumulated a wide range of know-how for conducting in-depth interviews that are able to penetrate and explore relevant user insights.  From designing pre-interview tasks to improve efficiency of interviews, to structuring interview guides that allow us to naturally dig deeper into statements and insight analysis methods to make sense of the findings. Interviews are designed according to the purpose, and to provide insights that can be used right away.
We have used in-depth interviews to support a variety of clients, including product development for major manufacturers in consumer goods and food  industries, product design in the auto industry, policy development in the medical industry, and promotional design for B2B companies.


Process & Approach
1. Research Design
Tailor methods and approach to the project needs for obtaining insights.

2. Conduct In-Depth Interviews
Conduct interviews with approximately 5-7 people per segment.

3. Analysis (Insight Sorting)
Uncover deep insights through a systematic approach to interpretation and reframing the research results.

4. Personas & Customer Journeys
Visualize insights into tools for internal use.


ZMET (Zaltman Metaphor Elicitation Technique) is a methodology for insight research developed and licensed by Dr. Gerald Zaltman, Professor Emeritus at Harvard University.  As the only company in Japan which can provide official ZMET interviews, mct is able  to conduct unique in-depth interviews using the ZMET methodology to elicit thoughts and impressions that consumers are not able to express verbally. 
ZMET is based on the theory that consumers' decision-making process is not simply the product of logical thinking, but rather a interdependent mix of logic, emotion, and the subconscious. Through ZMET interviews, it is possible to go even further into true motivations, desires, and values of consumers that cannot typically be acquired in conventional surveys or interviews.
mct often provides ZMET interviews for projects around brand building, communications, and logo design for major manufacturers.


Process & Approach
1. Conduct ZMET Interviews
Conduct two-hour official ZMET interviews, which include Story Telling (with 5-7 images), Sensory Images (using five senses), and Vignettes (where participants create scenes).

2. ZMET Analysis
Clarify conceptual structures in the minds of users through multiple analytical approaches, including image analysis, Map  analysis, and deep metaphor analysis.

Co-Creation Workshops

Co-creation workshops are an unique opportunity for users and design teams to work together towards solutions. This approach, advocated by Liz Sanders, places an emphasis on welcoming users as design partners rather than experimental subjects. The process also enhances the creativity of all participants, enabling the group to explore what target users really want and how to solve these problems together. In co-creation workshops, users and design teams are required to cooperate on equal footing, and jointly draw a vision for future products and services.
mct has used co-creation to support new product development for manor consumer goods manufacturers and for service improvements for large medical companies.


Process & Approach
1. Co-Creation Workshop
Clients, researchers, and users are gathered together to participate equally in a co-creation workshop. Participants move through multiple cycles of creation and exploration activities are  over a period of 2-3 hours.

2. Co-Creation Workshop Analysis
In addition to the ideas co-created in the workshop, user insights gained during the workshop are also analyzed and presented. This provides needed context and direction for further idea development.