Full Frame Insight
On consumer insights: innovation teams need a higher resolution picture of the world to create products and services that deliver real value to real people.
On a series of projects aimed at inventing mobile technology for emerging markets, Propellerfish teams ended up having lots of conversations about space. People in the lower and even middle classes in places like India, Philippines and Thailand shared most (if not all) of their living space with their family. As a result, they had little physical space to themselves. They talked to us about how personal space was important in nurturing an individual identity. In the absence of space, their mobile phones became their last respite for nurturing a private self.
It’s one of those insights that cuts to the core of an opportunity, but we were designing devices that would be used in the context of a whole host of human and environmental factors. They would be sold in street side mobile shops, stowed in cluttered handbags, used to text one-handed from the back of a motorcycle, survive heat and dusty air, compensate for spotty data connections, hide inappropriate photos and video from parents and juggle 2–3 SIM cards. Designing the right device meant designing with a user insight in mind but also designing around a constellation of factors that influence a product’s success in the real world.
These types of projects result in rich imagery and video which teams find inspiring, but beyond inspiration this approach to research is rooted in necessity: innovation projects need more context than traditional market research is designed to deliver.
Market research is a verbal art.
Market research was born in the newspapers of the 1820s, championed by ad agencies in the 1940s, and has evolved as a primarily verbal discipline. The primary stimulus is a question that is asked, data points are usually verbal responses and most qualitative research reports share recommendations supported by quotes. Words are great at bringing opportunities into focus, but creating products and services for the real world calls for both insight and context.
User Insights bring opportunities into focus
Spotting and defining opportunities calls for a deep human insight into the values and mental models that drive how people think and behave. But those insights alone are not enough to develop successful products and services.
Innovation calls for higher resolution picture of the world
The transition from an opportunity to a product or service requires a more granular understanding of the human and environmental factors that influence a solution’s performance in the real world. A detailed picture helps innovation teams understand the points of interaction between a user, a solution and the environment to create products and services that are a better fit.
At the end of the day, innovation is a contextual practice and the key role of innovation research is to bring that context into focus. That rich picture makes for inspiring presentations, but it is a necessary part of designing solutions with the real world in full focus. This is the only way innovation teams can deliver products and services that add real value to people’s lives in the real world.