Using Consumer Intuition to Power Your Innovation Process
Editor's note: Quester and Deep Marketing Alliance gave a webinar on using consumer intuition to power the innovation process on May 9, 2012. Duration 42:41.
Does your company ever wonder if your innovation research is truly tapping into all the potential intuitions of consumers? How do you find those truly “product brilliant” consumers whose insights and ideas can really be leveraged into product or service development?
This Webinar will focus on the importance of innovation research and going beyond consumer profiling, through a mixed methodology case study. The objectives of the research were centered on health and wellness from the point-of-view of the following age groups: 16-18, 19-24 and 25-30, with the total qualitative interviews at 610.
A customer-driven innovation strategy is based upon understanding both the obvious and latent needs of consumers and having the confidence to take the creative leap to product development. Having good instincts is not enough. Early-stage innovations research is the foundation for a successful innovation strategy. By integrating observational methodologies such as ethnographies and focus groups with larger scale research to dive deeper into consumer insights you will uncover the vast intuition of your consumers that you can then move down the innovation funnel.
Key takeaways:
- How the synergy of multiple methodologies can help you make the creative leap.
- How you can talk to consumers who are often difficult to reach to leverage their brilliance.
- How you can add value to your innovation work to give you the confidence that you are uncovering all the great ideas.
Presenters:
- Nichole Clinkinbeard, research manager, Quester.
- Bob Woodard, partner, Deep Marketing Alliance.