CONSUMER INSIGHTS FOR INNOVATION

Jeff Chen

Process

Explore

Conceive

Validate

Refine

Innovation Matrix

Extend(Meet unmet needs of

current customers)

Create(Address new customers with

new product categories)

Optimize(Introduce Brand Extension,

New Product Iteration)

Adapt(Adapt current products to meet

needs of new customers)

New Products

Existing Products

Current Customers

New Customers

ExploreObjectives

Confirm target buyer and understand their usage context

Uncover opportunities for new products or product categories

Generate insights into consumer usage pattern & preferences

Tools

Observational Research

IndividualInterviews

Focus Groups

Attitude & Usage Surveys

Explore: Investigation Areas

PhysicalErgonomics

Environmental

PsychologicalAttitude

PerceptionPreference

SociologicalSocial Norms

Social Interactions

AnthropologicalCulture

InstitutionsBeliefs

Product Ecosystem

ConceiveObjectives

Generate Insights from Observations & Data

Develop hypotheses for new product & feature concepts

Evaluate business viability & technical feasibility

Tools

Concept Generation

PrototypingInsights Generation

Co-creation with Consumers

ValidateObjectives

Confirm appeal of concepts (Early stage sketches or foam prototypes are fine)

Evaluate suitability of concepts for target buyer & usage

Tools

Concept Clinic

Internal Usage Trials

In-Person Concept Test

Quantitative Concept Test

RefineObjectives

Confirm pricing

Confirm feature set

Tools

Concept Test(Refined Concepts)

Quantitative Survey

Price Confirmation Feature Optimization(Pricing)

Acura ZDX

Target Buyer

Key Insight

Use Cases

Empty Nest Baby Boomer

Concept & Execution

Logitech Mouse Patterns

Target Buyer

Key Insights

Explorer

Concept

Productivity Visual Interest, Impulse Purchase