Tag: quantitative research


Coming to Our Senses

Coming to Our Senses

Concept testing is an important aspect of innovation, as it is often used to determine which ideas or concepts are fit for advancement vs. those that take a back seat. The standard practice is to present concepts via a carefully-designed template with the insight, benefits, and reasons to believe. But, as the as the cost of producing 3D models and prototypes declines, it is time...

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Fixing the Fuzzy Front End

Fixing the Fuzzy Front End

Over the past decade, innovation-focused organizations have invested heavily in front-end of innovation (FEI) activities. While there is little empirical evidence, the anecdotal evidence suggests that the FEI suffers from a perceived lack of agility and productivity. Common complaints: “A front-end assignment is almost too productive. It generates so much information, opportunities, and ideas we get bogged down.” “We are really good at generating ideas...

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Yes, Virginia, Quantitative Data Has a Role in Innovation

Yes, Virginia, Quantitative Data Has a Role in Innovation

As a research firm supporting our clients’ innovation efforts, I get asked at least once a week: “Do you guys do quantitative research?” If you were wondering, the answer is a resounding yes! Tools of innovation and insight generation are not limited to ethnographies, focus groups, telephone interviews, and other qualitative research practices. Where things get tricky is fully understanding what quantitative research can do for...

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Teamwork Business Team Meeting Unity Gears Working Concept

Rethinking Concept Tests – a More Human Approach

We do a lot of idea screening and concept tests. The typical approach is to present possibilities to end-users in a survey, ask a bunch of diagnostic questions, and see what sticks. The most common questions are things like “purchase intent,” “meets a need I have,” “belief that the product will perform as described,” and so on.  This winnowing process may be necessary depending on the...

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