Insight Landscape

The leading edge of insight creation.

design thinking Archive



July 2014



Creating An Innovation Engine For Market Research

Written by , Posted in Conferences and Publications, Industry Reflections, Market Reseach

Innovation may be the hottest topic in market research these days.  Conference agendas promise the latest and greatest, and clients continually ask their agency partners to show them “what’s new.”  Almost all of the conversation is around “content”—what the innovation is. For the most part this was true at the Insight Innovation Exchange (IIeX) held in Atlanta in June, which I wrote about in my last Insight Landscape post .  Amidst the buzz about new methods it can be difficult to separate fad from true innovation and true innovation from technology substitution (e.g., replacing a manual process with an automated one).  And despite the creativity of some of the new solutions we heard about at IIeX, the market research industry lacks a true innovation engine like those found in many of our client industries (of which the Lowe’s Innovation Lab described by Kyle Nel at IIeX is a great example).  I was invited to share some thoughts at IIeX about how we might drive more innovation in market research.  What follows is a brief recap of my presentation. (more…)



January 2014



Design thinking leads to smarter market insights

Written by , Posted in Business Insights, Industry Reflections, Optimizing Insight

In case you haven’t noticed, there’s an emerging—and growing—interest among leading management gurus in something called “design thinking.”  The origins of design thinking can be found in the industrial design world.  DT’s roots go back to the 1970’s and something called “participatory design” that brought actual users into the design process, asking them to test prototypes and provide feedback.  A decade later “participatory” had evolved into “user-centered” and user (or customer) “needs” became the focal point of the design process.  (more…)



December 2013



Looking for Love in All the Wrong Places: How to Uncover Unmet Customer Needs

Written by , Posted in Business Insights, Market Reseach, Optimizing Insight

Most research briefs that come our way these days have somewhere in the stated objectives, “uncover unmet needs,” either as the focal point of the research or an add-on to other central objectives.  For decades, entrepreneurs, marketers, and philanthropists have followed this one piece of advice for achieving success:  find a need and fill it.  Startup companies often emerge from an entrepreneur’s struggle to solve a specific problem.  When the solution is found, a company is born to bring that solution to others with the same problem. (more…)