To find your monkey we go undercover. Ape your target audience. Do what they do, see what they see. Use your product. And listen. Really listen. To your office staff, communication personnel, people on the work floor and any other person of interest. An objective briefing is great, but there’s nothing better than personal experience, seeing things with your own eyes.
Monkeys can already be found in the lecture rooms of Utrecht University. On the scaffolding of Van Wijnen. Amongst the peppers in the greenhouses of Westland. Hanging from the trees in the woods of Almere. And on tugboats approved by Bureau Veritas.