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Design empowered innovation

Date of publication: September 18, 2011

Catalogue: Congress 2011: Impact

Company:

Authors: Ben Wood, David Stocks, Mark Whiting

Abstract:

How marketing organisations can innovate better by enriching traditional expertise with tools from the world of design will be reviewed in this presentation. By focusing on individuals, moments and journeys in ethnography, insights become deeper. By embracing chaos and play in brainstorms, creative teams explore beyond the stated problem. By iterating and early prototyping, ideas become real and develop more rapidly. Design empowered innovation has the capacity to deliver better ideas, realised earlier, with the relevance to redefine their categories.

Ben Wood

Author

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David Stocks

Author

This is a long description of some author details.

Mark Whiting

Author

This is a long description of some author details.

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Wood, Stocks and Whiting (2011a, September 18). Design empowered innovation. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/how-design-thinking-allows-market-research-to-take-the-lead-and-become-an-innovation-powerhouse