Where Heavy Industry Meets Human Meaning
People need heavy machines.
But they’re not machines.
Buyers are risk-averse humans making a massive financial decision. The wrong model can destroy their reputation.
Operators are smart skeptics. They have deep experience, which is great. It also breeds deep skepticism of the new AI & connected ecosystem.
We go beyond traditional research to reveal deeper insight into the minds of all the humans you’re relying on - which leads to bigger and smarter results.
TRADITIONAL MARKET RESEARCH LACKS DECISION-MAKING DEPTH
When research lacks depth, it lacks power.
It can’t change minds or behavior.
What’s persuading buyers when the spec sheets are basically identical?
Why is our innovation being rejected by people it was optimized to help?
What hidden fears keep prospects from signing off on a major purchase?
How do we prove the value of a high-tech ecosystem to lower tech users?
Do you want to….
FIND Positioning Whitespace
Uncover actionable, emotional positioning where your brand can lead while the rest of the market competes on specs alone.
SMASH Emotional Barriers
Reveal the hidden emotional and technical features that drive or derail tech adoption on job sites. Eliminate hidden barriers.
RESHAPE Minds with Empathy
Build a detailed mindset map of purchasing decision-makers and operators to drive sales and build a stronger global brand narrative.
