Take a fresh look at your consumer research
By James Jesty, Shape New Ideas
When facing an innovation challenge — especially in the consumer products sector — it’s easy to say ‘We need to commission some new consumer research!’ However, if you dig into your vaults of research you’ll probably find that you have many past research reports from studies that haven’t seen the light of day for a long time.
It’s easy to overlook them. Team members change. Everyone is busy fire-fighting the latest crisis.
Research might have been commissioned for a different purpose and not considered relevant. Perhaps people have got so familiar with a study they took away the headlines but overlooked some nuggets. Often a rich vein of insight exists in your archives that is untapped.
Look out for three things:
This confirms what we thought.
Hmm that is interesting and could unlock something new.
That’s the nub of something that we don’t fully understand and need to explore further.
We help teams to mine past research for new opportunities. It provides a great foundation for new ideas and can save you lots of time and money.
