About Us: Our Team
Richard Smith
Managing Director
of Cappuccino Research Ltd.
07875549065
ABOUT RICHARD
I am a Full Member of the MRS and have won an MRS Excellence Award (for International Research) but I’m not, like so many qualitative researchers, a psychologist by training.
My background is in music which
a) makes me a critical listener
b) helps me to recognise patterns in data
and
c) helps me to internalise and empathise
with what people say, think and believe.
For the past 20 years I’ve worked with clients across a broad range of sectors to help them better understand their business issues.
For many of the individuals I’ve worked with within organisations large and small, mine is a ‘trusted voice’.
They know I will collect and analyse data and tell them what they really need to know about the topic; the fundamentals (whether or not this addresses specific questions - which quite often are the wrong questions).
DRINK PREFERENCE:
Latte with one shot: Colombian coffee of course!
ABOUT CAROLINA
As a sociologist, my passion is about
how people connect and how this impacts on what they think, what they believe and what they do.
I have a BA in Business Administration, two Master’s degrees from the LSE (Political Theory and Industrial Relations) and a Phd in Sociology, also from the LSE.
I’ve worked as a consultant for the World Bank in Washington DC and as a Research Fellow for Royal Holloway- University of London.
I conducted my Phd fieldwork in the shanty towns of Juarez on the US Mexico border (known as ‘the city where women disappear’). The survival skills I developed proved invaluable for life in the UK.
One of my roles in Cappuccino Research is to adapt some of the tools and techniques I have experienced as an academic researcher and apply these to the commercial world.
DRINK PREFERENCE:
Skinny Cappuccino (almond milk) with one shot
Dr Carolina Smith
Dr Carolina Smith is a Sociologist and Director
of Cappuccino Research Ltd.
What we do
• Zaltman
• Metaphor
• Elicitation
• Technique
ZMET is a patented technique that incorporates the latest scientific understanding of how the mind works based on neuroscience, clinical psychology, anthropology and sociology. It was developed in Harvard's Mind of the Market Lab by Professor Gerald Zaltman.
Remember the film, Inception – what if you understood your customers so well that you could communicate with their subconscious desires, almost to the extent that you could plant ideas into their dreams?
We use the power of metaphor as a gateway into the human psyche, but we do it in a way that’s unlike any other method out there;
ZMET: it’s the original, and the best.
With ZMET, you can:
1
Design / communicate products or services that will consistently
tap into the emotionally satisfying experiences that your customers
want from your brand
2
Build compelling, ‘real’ customer personas, not based on demographics,
or behaviours, but on the way they feel about your category
at a subconscious level
3
Gain strategic advantage over your competitors by understanding
the category in a way that they don’t (and they can’t)
4
Cappuccino staff have helped clients like
achieve all of this, and much more
5
One of the Worlds’ leading drinks manufacturers is using ZMET
to understand consumer thinking on every single beverage out there;
including juice and water
6
One of the World’s leading banks has to date commissioned
over 15 global studies using ZMET
Class Schedule
Dec 11 - Dec 17
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