Abstract:

In order to achieve radical innovation, companies require an increasingly deep understanding of consumers’ 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.