Abstract:
In order to achieve radical innovation, companies require an increasingly deep understanding of consumersâ wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that uses a combination of theory and hands-on experience. Specifically, the approach outlines how to capture truthful consumer needs through emotions, how to structure and prioritize them using consumer goal conflicts, and how to maintain and communicate insights throughout a project with narratives. This approach was applied in a large-scale innovation project that recreated AlaTurca, a salty snacks brand of PepsiCo, Turkey.
This could also be of interest:
Research Papers
Recreating AlaTurca
Catalogue: Qualitative 2013: Brilliant Transformations
Authors: Pieter Desmet, Erkan Balkan, Deger Ozkaramanli, Steven Fokkinga, Eapen George
 
November 20, 2013
Research Papers
Innovate or die
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Christine Restall
 
September 1, 1994
Research Papers
Getting connected redefining the traditional debrief
Catalogue: Qualitative 2006
Authors: Annie Auerbach, Richard Hall
Company: Flamingo
October 8, 2006
