Posts Tagged ‘innovation’

Consumer centric innovation – Part V – ideation

What’s There To Write About Ideation? These days, it seems that there are so many people talking about innovation, doing innovation, and selling brainstorming as an innovation process, this topic seems a bit passé. However, these claims do not mean that ideation is being done right. We have seen our share of people doing it […]

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Consumer centric innovation – Part IV – sandboxes

Grouping consumer insights into actionable sandboxes Once the ethnographic research concludes, the team brings back a host of insights. Then, in a cross-functional set-up, the team members can sit around the table, and decide which of the hundreds of consumer insights complement each other, and which are not pertinent. For example, years ago when we […]

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Consumer centric package innovation – Part III – ethnographic research

Discovering consumer packaging needs and problems through ethnographic research A common misconception about innovation is that if a company innovates a more usable product, or a better looking product, or improves on some attribute of a product, then it is an innovative product, and therefore it should succeed. However, it often does not. The reason […]

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Consumer centric package innovation – Part II – segmentation

Segmentation for Considered Purchases If you are buying a car, or an appliance, segmentation plays a very important part. For example, it would not be very surprising that BMW buyers are mostly men in their 40s. It would also be not so surprising to see that their income may be higher than average. As a […]

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Consumer centric package innovation, Part I – consumption circle

The Consumption Circle A consumer’s interaction with a packaged product, especially in the fast moving food categories is more prolonged than many in the industry would take for granted. As a result, companies design their packaged products for a single consumer touch-point, like POP stand-out, or visual appeal, or branding. In the consumer centric innovation […]

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