How Are You Feeling About Your Focus Groups?
Science has proven that the data that enters your prefrontal cortex (the logical decision-making center of your brain) is first filtered through the limbic system which is the center for your emotions. In short, everyone feels before they think. This is an indisputable fact of science. For those of us in the insights business, the quest is to further our understanding of the emotional drivers of...
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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
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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4! The Secret Number of Ideation
The number four is pretty cool. For music nerds like me, the number has lots of significance. For example, in most modern music, time is constructed in four beats per measure. In ancient times, the number four signified “wholeness” and “completeness.” Even today, we orient ourselves using the four cardinal directions: north, south, east, and west. As it turns out, the number four has significance...
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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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