Innovation thrives on curiosity

By James Jesty, Shape New Ideas

Dig deep to understand your consumers, users and non-users. No winning innovation works without a profound understanding of your consumers’ needs.

Too often this understanding is superficial ‘they want convenience’. Who doesn’t! Any powerful idea is born from a richer understanding of how an idea fits into consumers lives, and the job it is really fulfilling.

This only comes from spending time with your consumers, and getting them to co-create ideas with you. Ditch the focus groups. Hang out with people, watch out for those unconscious, unspoken rituals, behaviours and habits, and be inquisitive. Only then can you turn your observations into more relevant and meaningful ideas.

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