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Client: Global high tech leader
Project name: Need Identification Tool
Innovation Challenge: enhance consumer insights regarding innovation needs
• conducting user research took long lead times and resources
• user research data was not valid to aid the new product definition process, and was hardly accepted as reliable information throughout the corporation
• user research was conducted using many different processes, depending on the market research agency or geographical department conducting it
Results: a custom tailored Need Identification Tool
• tool consists of processes, methods, protocols, and templates that are reproducible and easy to communicate
• application and validation of the tool applied to needs regarding digital photography
• results report, including need framework, need descriptions and customer insight data
See also our presentation "The 5th P of marketing" which describes how people are becoming the driving force of innovation and how we helped Hewlett Packard build this methodology to enhance consumer insights for product innovation.
launch the presentation (opens a new window)
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