With Blue Apron: Empowering creativity through conjoint – Quirk’s Event, Brooklyn

What role does research play in your organization? Does it stifle creativity? Or does it empower teams to innovate effectively?

At the Quirk’s Event in Brooklyn, we shared a case study where Blue Apron breaks through the natural tension between market research and creative teams. Together, we used a customized conjoint solution, not to find the single answer, but rather to create a customer-centric framework empowering creative teams to do what they do best.

Insights from empowering creativity through conjoint

Subjects covered:

• Effective vendor/client relationship management
• Storytelling/data interpretation

Takeaways:

1. Involving the creative team from the very beginning of a project ensures that your final deliverable will be relevant and usable in their processes.
2. As researchers we always want that perfect answer, but letting go of the concept of a “silver bullet” actually encouraged the output of this project to live on in a way most research recommendations can’t.
3. To inject customer perspectives within a creative process, you have to make sure you’re giving teams the information they can use, not just the information they ask for.