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Innovation Opportunity: People Don't Know What They Want - Innovation for Growth

Innovation Opportunity: People Don't Know What They Want - Innovation for Growth | Front End Innovation | Scoop.it
Rowan Norrie's insight:

Innovation is about understanding the underlying need and fulfilling it. But how to proceed if people can't articulate what it is that they need? Tim Kastelle has a Eureka moment when he realises that he drinks soda as a treat or as a refreshing drink in the summer.  Design thinking and ethnography are tools to help idetify opportunities.

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The dynamic duo of innovation: Ethnography and Big Data

The dynamic duo of innovation: Ethnography and Big Data | Front End Innovation | Scoop.it
The combination of Big Data and ethnographics can be a potent toolset for uncovering innovation opportunities, as a growing number researchers are discovering.
Rowan Norrie's insight:

Ethnography is one of my favourite (and most effective) tools for uncovering unmet needs. And now, with the advent of Big Data, we can combine ethnography to create a really powerful tool for analysing market data.

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Customer-Centric Innovation in a Changing World

Customer-Centric Innovation in a Changing World | Front End Innovation | Scoop.it
Anyone has the raw capability to think of a great idea, but not everyone has the ability to bring ideas to fruition.
Rowan Norrie's insight:

Products cannot be developed in isolation from the market. However, market research is so often an afterthought, sometimes not undertaken till the prototype stage (if at all). Immersive customer research does what it says on the tin - you need to spend meaningful time with the customer to gain deep understanding and obtain that quiet lightbulb moment of insight.

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