Abstract:

Great consumer insights can inspire powerful product ideas, which in turn should be transformed into winning concepts. And yet, as marketers increase their expertise at uncovering insights and truly understanding their consumers' needs, there is a disconnect in translating these insights into winning concepts, and ultimately successful products. What's missing is the foresight. How can marketers ensure that the insights gleaned at the fuzzy front end are fully leveraged later in the innovation process during concept development? This presentation will help marketers bridge the gap between insight identification and concept development, so great insights do not suffer in the hands of bad concepts and great business opportunities are not lost.