Professional Documents
Culture Documents
Innovation
The Debate
Misleading Time wasting Consumers dont know what they want Willing to take risks
Beyond Debate
Innovative Products
Example 3 : Books
The kind of consumer understanding we need depends upon the kind of product we are aiming to create
The Task
Deeper probing into the real Motivations and cultural software behind consumer choice Searching for Latent needs
Due diligence Information Stated need gaps from the product category/brand Consumer Insight Deeper probe into the real motivations and cultural software driving choice Consumer Intimacy Intimate appreciation of the consumers life space and product experience context to identify next gen problems and solutions and dream up new concepts
Would the consumer immediately want to buy it to replace their current option?
Price-value equation the effect of money and budget Management pressures Peer group and social conformity demonstration effect Pleasure, delight, relationships the effect of non performance factors
Information Insight
Intimacy
Imagination
Implementation
The Debate
Misleading Time wasting Consumers dont know what they want Willing to take risks
The End