In the client workshop (stage 2 of KSBR Live), we use short, impactful video edits from the Unmediated Listening (stage 1 of KSBR Live) to help clients to empathise with the respondents, create solutions to their customers’ problems, and finally narrow down and align on the solutions to be tested in a HotHouse (stage 3 of KSBR Live).

This allows stakeholders to see the world through the eyes of the respondents, challenge their thinking and assumptions and be bold and creative in the ideas they develop.

1. Setting the scene

• KSBR presents to all attendees the broad, overarching findings from the unmediated listening research and shows carefully crafted video edits that support these findings

2. Empathising with the respondents

• Stakeholders are each paired with their own unique respondent
• They each watch a video edit of their respondent that breaks down the respondent’s key attitudes and needs relating to the project
• Finally, they fill in a KSBR template designed to get them to think into the respondent’s perspective, imagining their day-to-day lives, needs and ambitions
• Stakeholders with similar respondents are then grouped together (based on needs, customer type, demographics, etc.) and tasked with developing an idea / communication / positioning which would appeal to their audience

3. Developing solutions

• All stakeholders and KSBR moderators reconvene for the stakeholder groups to present their ideas back
• A KSBR moderator leads a wash-up discussion to align all attendees on:
  • Key respondent needs
  • The promises, features and propositions that would best meet these needs

• Workshop outputs are then turned into KSBR concepts to be tested in a HotHouse (stage 3 of KSBR live).