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Consumer Insights for Innovation

Consumer Insights for Innovation. Jeff Chen. Process. Refine. Validate. Conceive. Explore. Innovation Matrix. New Products. Existing Products. Current Customers. New Customers. Explore. Objectives. Confirm target buyer and understand their usage context

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Consumer Insights for Innovation

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  1. Consumer Insights for Innovation Jeff Chen

  2. Process Refine Validate Conceive Explore

  3. Innovation Matrix New Products Existing Products Current Customers New Customers

  4. 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 Attitude & Usage Surveys Focus Groups Observational Research Individual Interviews

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

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

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

  8. Refine Objectives Confirm pricing Confirm feature set Tools Quantitative Survey Concept Test (Refined Concepts) Price Confirmation Feature Optimization (Pricing)

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

  10. Logitech Mouse Patterns Target Buyer Key Insights Explorer Concept Productivity Visual Interest, Impulse Purchase

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