Conventional research methods can fall short when it comes to uncovering new and untapped insights, especially in the realm of design and innovation. If you look in the same places, you're probably going to find the same things as the competitors. This is where unconventional research methods shine, allowing us to delve deeper into the intricacies of human behavior and preferences. I call this Rogue Research— looking in uncommon places, making unseen connections, and pulling from analogous experiences.

In developing rogue research methods for the Timberland brand, we came to better understand opportunities outside of hiking and workwear. The growth areas were untapped: as a staple in urban fashion, and insights found in seemingly unrelated activities like tailgating, and with the homeless. Informing product development and marketing strategies.

Timberland, traditionally known for its rugged outdoor boots, has found a surprising stronghold in urban areas where a large portion of its audience resides. This phenomenon defies conventional wisdom but highlights the importance of unconventional research methods in understanding consumer behavior. By immersing ourselves in different environments, designers can observe firsthand how Timberland boots are not just footwear but symbols of urban style and resilience.

One unconventional insight that emerged is the similarity between tailgating and camping cultures. While tailgating typically occurs in parking lots before sporting events, it shares similarities with camping in terms of communal activities, outdoor cooking, and a sense of camaraderie— in all conditions. Recognizing this connection, Timberland could incorporate and cater its product line to the needs and criteria of these new market segments.

In interactions with homeless individuals, we sought to get a more extreme point of view on wear, ergonomics, and "hacking" that happens to keep products working. Homeless individuals often navigate urban environments with resourcefulness and resilience, relying on practical clothing and gear to endure harsh conditions. By engaging with this community respectfully and empathetically, we could gain valuable insights into the functional requirements of urban footwear and apparel, informing product innovation and inclusive design practices.

In essence, rogue research methods provide a nuanced understanding of consumer behavior and cultural dynamics, enabling brands like Timberland to stay relevant and innovative in ever-evolving urban landscapes. By embracing these methods, designers, innovators, and business leaders can uncover new opportunities and insights that traditional research methods may overlook, ultimately driving meaningful connections between brands and their audiences.

When it comes to innovation research, I always try to find out-of-category analogs and edge-cases where you may be able to find relatable insight.