The Psycho-Aesthetics methodology incorporates multiple tools that are used independently or in concert. Therefore, when a client approaches RKS with a program request, our first step is to understand the client needs to then create a research roadmap tailored specifically to needs of the program.
In order to simplify the program structure, RKS has created a three-stage approach that serves as a base for the customization of our Psycho-Aesthetics programs. In order to simplify the program structure, we have created a three stage approach:
Psycho-Aesthetics - Stage 1:
The process begins with our basic Psycho-Aesthetics mapping, based on a high-level perceptive review of competitive products, as seen from the consumer's perspective. This is the minimum research RKS will do for any program and will be the tool that enables the client, as well as the designers, to steer the project towards a well-defined target.
The x-axis of the P.A. map charts the consumers level of involvement with the product, from relatively passive to highly immersive at the high end, reflecting the degree with which a consumer interacts with the product. The y-axis of the P.A. map is based on Maslow's Hierarchy of Needs, moving from the low end of product functionality which fulfills simple physical needs and generates little empowerment, up to the high end where products contributes to a consumer's self-actualization and provides a high-degree of dynamic empowerment.
As we finalize the P.A. map, our process enables us to then define an Opportunity Zone on the map, the target area for the new design.
Psycho-Aesthetics - Stage 2:
This intermediate program is perfect for a more in-depth analysis of the competitive landscape without a time-prohibitive primary research assessment. It incorporates Mood Boards, a key attractor synthesis that is used to generate a more precise Psycho-Aesthetics assessment.
Brainstorming sessions also integrate a flow of new ideas to the process. In this Stage 2 program, we also utilize pre-defined consumer personas to identify the market positioning for the product or brand that will be created.
example of Stage 3 P.A. map
Psycho-Aesthetics - Stage 3:
In addition to all the activities described in our Stage 1 and Stage 2 programs, Stage 3 includes continuous brainstorming sessions as well as our proprietary Day in the Life sessions where a dedicated team goes through a "day in the life" of the user profiles generated to cover the new product's target audiences.
Primary research is usually performed and integrated in this stage, including interviews and focus groups. This enables quantitative data to be the foundation of the research. Additionally, RKS has access to $20 million worth of quantitative research gathered throughout our past programs. This combination is a strong platform for creating products that are tailored to specific user needs. It avoids creating feature-driven products that tend to be overly gimmicky and unfriendly to the user. It also serves an excellent tool for innovation.
