CONSUMER INSIGHTS FOR INNOVATION Jeff Chen. Process Explore Conceive Validate Refine.

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Presentation transcript:

CONSUMER INSIGHTS FOR INNOVATION Jeff Chen

Process Explore Conceive Validate Refine

Innovation Matrix Extend (Meet unmet needs of current customers) Create (Address new customers with new product categories) Optimize (Introduce Brand Extension, New Product Iteration) Adapt (Adapt current products to meet needs of new customers) New Products Existing Products Current Customers New Customers

Explore Objectives Confirm target buyer and understand their usage context Uncover opportunities for new products or product categories Generate insights into consumer usage pattern & preferences Tools Observational Research Individual Interviews Focus Groups Attitude & Usage Surveys

Explore: Investigation Areas Physical Ergonomics Environmental Psychological Attitude Perception Preference Sociological Social Norms Social Interactions Anthropological Culture Institutions Beliefs Product Ecosystem

Conceive Objectives Generate Insights from Observations & Data Develop hypotheses for new product & feature concepts Evaluate business viability & technical feasibility Tools Concept Generation Prototyping Insights Generation Co-creation with Consumers

Validate Objectives Confirm appeal of concepts (Early stage sketches or foam prototypes are fine) Evaluate suitability of concepts for target buyer & usage Tools Concept Clinic Internal Usage Trials In-Person Concept Test Quantitative Concept Test

Refine Objectives Confirm pricing Confirm feature set Tools Concept Test (Refined Concepts) Quantitative Survey Price ConfirmationFeature Optimization (Pricing)

Acura ZDX Target Buyer Key Insight Use Cases Empty Nest Baby Boomer Concept & Execution

Logitech Mouse Patterns Target Buyer Key Insights Explorer Concept ProductivityVisual Interest, Impulse Purchase