Positive affect has been shown to increase creativity and problem-solving (Isen et al, 1987) and interventions developed from positive psychology, the scientific study of well-being, have been shown to increase engagement, verbal fluidity and creativity in clinical and nonclinical populations (Frederickson, 2004, 2008). In this new study, the author demonstrates how using positive interventions at the beginning, during and at the end of focus groups and individual depth interviews increases engagement and creativity for research respondents, netting deeper and richer insights for innovation and foundational research. Additionally, this approach drives engagement and enjoyment of the research process for both respondents and backroom observers and creates high-caliber experiences for all.
Collaborating with external experts, particularly designers, in order to attract and develop new skills, opportunities and solutions for delivering insight in more visual and more creative ways is advocated in this presentation. Our industry is changing rapidly and with economic pressures, the growth of digital media and an information explosion, clients are demanding that we deliver more, deliver better and deliver quicker. The presentation demonstrates how developing new relationships, identifying existing talents and nurturing new ones, has helped to deliver more creative and more visual approaches to reporting and make sure that what we deliver to our clients is impactful, meaningful and compelling.
This presentation introduces a new approach for consumer based ideation. The effectiveness of this new approach is demonstrated by applying the method to table salt - If we can get creative, new ideas for developing ordinary, everyday table salt, then we should be able to apply this in other, more interesting and more diverse categories. With housewives between the ages of 30-45 years as respondents, this proved that creativity does not just sit with 'trend setters' everybody is equipped with the ability to innovate.
The last years has seen a proliferation of more creative ways of asking questions in online surveys. More recently the idea of gamification has exploded onto market researchers' consciousness along with new ideas on how questions can be asked in surveys. One key question is how well some of these techniques will work in different countries. A second question is whether they are relevant. This presentation addresses this issue through the fielding of an experimental survey in different countries containing a range of creative question formats and comparison of responses.
Anyone looking to deploy their consumer insight and marketing campaigns internally can learn from well-established principles of consumer brand-building and marcomms. Using creative examples from their global insight and marketing best practice dissemination work with Nokia, the authors demonstrate the application of 10 classic marcomms principles to internal communication. This approach enables optimal value to be derived from insight department investment, and provides legacy infrastructure and comms equity which can be easily leveraged in the future resulting in 'total insight'
This paper addresses some of the differences between older and younger brains and how they code information. It takes the reader on a journey of creative techniques that can help researchers move beyond rational claims and elicit deeper feelings that might otherwise be withheld (either consciously or unconsciously).
Coca-Cola Spain sought new ways of being relevant in out-of-home adult leisure occasions. Towards this end, a project was developed to search for new Coca-Cola rituals that could be used to reposition the brand in the adult sector; establish a link between the brand and social connection moments; and generate an increase in consumption. An innovative project process enabled consumers to create a new relevant and market proven product (mixer). As a result Coca-Cola has encouraged consumer creativity sessions and expert validations in our product development process.
This presentation explains why open innovation forums offer a real alternative to common market research methods like brainstorming, qualitative interviews and large quantitative customer surveys. Open innovations forums offer a comparatively inexpensive way to reach a large number of customers who can express their ideas in the most open and creative manner, while the process maintains a relatively high representativeness. Based on Ulwick's (2005) outcome driven innovation concept, the presenters have developed a way to analyze and interpret data in forums.
Innovation Research Communities are an instrument to combine the approaches of user co-creation in new product development with marketing research in an online environment. Users are not only asked about their opinions, wishes and needs but are also invited to contribute their creativity and problem solving skills by generating new product ideas and concepts. Research data is gathered by tracking the product configuration of users and by having the user designs evaluated and enriched by other users. The Innovation Research Community is introduced in a case study of the Swarovski Enlightened Watch Design Contest.