To be able to get a clear idea of the clients they are creating work for they ask clients to fill in a questionnaire/booklet. Once completed the studio would read through, get a feel for the client and the type of work they would want to complete and make a decision on whether or no they would like to work with them.
The 'Kickoff' booklet asked various questions, some based on personality and some based on the aims and goals of the business itself. From which they wouldn't only have an idea of the client themselves, but at what level their expectations of the work they need to be done is set at.
It starts the process by questioning the core values and origins of the business itself. Short snappy questions are asked to be able to get a concise view on exactly how the MD's of these businesses see themselves, their position in the market and their goals. e.g.
- How did - come about?
- How would you describe - in one sentence?
- What are you most proud of?
- Weakness?
- Who is your dream interview?
These questions may seem like a standard interview technique that you would need to take into consideration when initiating a project with a client. Although by getting a client to fill it out themselves you gain a more insightful, meaningful and accurate representation from the people who know them best. Therefore allowing you to ply your design work with work that is most representative and thus most effective.
The questionnaire goes on to discuss the future of the clients from their perspective, including what do you think the business' next big challenge will be. Asking questions like this gives the studio an idea of where the client wants to be, and preempt issues that may arise so they can be dealt with in an efficient manner to be able to continue to push progression.
The lightning round consists of small short and snappy questions to get to know the client's ethos, which in turn may reflect the ethos of the brand itself. Again giving a deeper insight into the type of client you are working with and the levels of what they require in the most efficient way. This method takes out the guesswork of who the client is.
The questionnaire follows on asking about the strengths and weaknesses of the business, targeting online presence, logistics and the bad and negative points of the business, by understanding these the studio can make a more solid decision on whether or not they want to take on a project. As well as understanding if things were to go wrong how could that be dealt with, ensuring a project is worthwhile sticking with and continuing.
This is something I would like to carry into my own practice as at this stage I do research into the client myself, but the legitimacy of the information that is being collected can always be questioned due to the nature of having to research online. Through creating a similar style questionnaire (possibly online) to send to potential clients, I can gain better information on starting a breif with the clearest idea of who they are and the business they are getting me involved with.
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