Abstract:

Successful front-end innovation (FEI) relies on the ideas and feedback of real people, whether they are internal to your organization or external stakeholders such as actual customers, prospective customers, or distributors. Every person has unique skills and abilities that can be leveraged in the FEI process from understanding customer needs to brainstorming and building product concepts. Attending this session, innovation executives will understand how to effectively leverage B2B research participants. We will demonstrate how cognitive screening can locate the "diamonds in the rough" - those participants with the greatest potential for completing the task at hand. We will also show how just a small number of these gems can make a big impact on product development research.