Harnessing consumer insight to drive innovation

Date of publication: May 10, 2006

Catalogue: Innovate 2006

Abstract:

Why is innovation such a struggle? The greatest challenges most organizations face when innovating lie within their own organization, people and working practices. Successful commercial organizations tend to focus on quantitative metrics, are uncomfortable with ambiguity and pay more attention to their existing business and competitors than to customer needs. The focus of this paper is on how organizations can become consumer-focused, generating and leveraging insights to feed the innovation process more effectively.

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