Abstract:

Innovation research, crucial though it is to the process, takes significant amounts of time and can be a huge momentum killer, requiring four to six weeks for each round of results. When the results are less than hoped for, there is little or no time left to amend and retest. What if research could be so fast and rich in diagnostics that a client could squeeze in more rounds of research into half the amount of time and massively increase the chances of evolving a successful innovation mix? This paper shares an innovative, online approach to 'funnel and stage gate' research and illustrates the advantages and limitations through a live case study.