Neometro
Customer Research
The Brief
Neometro are a sustainable apartment developer based in Melbourne who wanted to understand their customer better so they could ensure a customer-centric approach in their business.
The Approach
Mimosa Partners were keen to go beyond research insights for Neometro, by creating a tangible launching point for a future state design. This included:
Quant research to develop a customer segmentation
Qual research based on the quant to dig deeper into why people do what they do
Evaluation of the CVP and where it aligns with customer expectation
A current state journey map with pain points and opportunities for improvement in the future.
The Outcome
The outcomes included a humanistic understanding of customer pain points that the Neometro team could empathise with and aim to resolve; a deeper understanding of the segments they could target effectively through marketing; an understanding of areas of the customer value proposition (CVP) to focus on and key inputs into their recent website redesign.
The Joy
The Neometro team are apartment developers who have a background in architecture and a great appreciation for quality and sustainable design, with deep roots in aesthetics. The Mimosa team also have deep roots in design but from a usability and human-centred perspective. This sharing of design backgrounds lead to a deeper unpacking of the role of design in the CVP and what it means to customers.
