Creative approaches to digital research: HP Instant Ink

Have we mentioned that we love Digital?! Well, here’s a great example of why.

HP came to us with a curious business issue. Their innovative Instant Ink (a unique ink replacement subscription service, which allows you to get original HP ink at lower cost; ordered automatically by your printer; and delivered to your door) had been a huge success in some markets, but not in others. They wanted to understand why, and how they could address their under-performing markets.

We created online communities of Instant Ink users in the UK, Germany, France and Spain. So far, so good…but here’s where we did things a little differently. By using a range of creative methodologies, we not only tapped into deeper insights but were also able to identify commonalities across the different markets.

Our consumers created Vox Pop Q&As (questions answered via selfie videos), creative visualisation tasks (such as writing a newspaper review with star ratings), and image mood-boards. All of this output meant we could plot the customer journey across the different markets, identifying precise moments where issues arose.

The final output was in digital format (of course!) – a video debrief that highlighted the Instant Ink customer journeys in each market and identified the main triggers and barriers. This gave the HP team a clear understanding of the activities they needed to put in place, customised to each market.

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