You can’t force innovation. Doing so is like sticking a Post-It note on your monitor that says “Be Innovative!” It just doesn’t work (I may have tried…). It also leads to a very common trap: attempting to push the innovation frontier at the wrong stage.
Innovating at the delivery juncture in the research stream is becoming just as imperative as innovating at the onset.
The origination and ideation steps in market research often receive the most affection. What tools to use and research techniques to employ matter. How we excavate information to find gems of understanding about consumer behavior matters. Methodology matters. Accordingly, how to curate insightful dialogue occupies the brunt of how we spend our time, money, and mindshare.MORE…| |