Innovation Guide
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www.incite.ws Innovation Whether your brand wants to tactically exploit new opportunities with promotions or strategically harness white space growth opportunities, we can objectively interrogate ideas before they are taken to market. Even so, a powerful insight alone is no guarantee of success; we also ensure it is correctly positioned, communicated and able to change underlying consumer behaviour for maximum commercial impact. • Adapt: Innovation must adapt to different markets, categories and situations. In some categories innovation must be rapid and reactive, while in others it must be based on deep and resonant insights to justify the time and investment needed • Combine: Innovation must combine both qualitative and quantitative research with deep market knowledge and sound commercial sense to be most successful. When these insights are blended together, the value of the whole is far greater than the sum of its parts • Interrogate insights: Successful innovation relies on finding unmet needs and understanding attitudes. Qualitative work with consumers is essential to observe, challenge and clarify tension points and coping mechanisms to judge whether an insight is strong enough to drive long-term demand Innovation is the lifeblood of your brand, driving differentiation and directly impacting sales. But in a crowded marketplace filled with sophisticated and demanding consumers, it’s harder than ever before to identify and deliver innovation that offers real value. To provide long-term success, it’s crucial that innovation is based on strong insights. Our point of view
Transcript of Innovation Guide
www.incite.ws
Innovation
Whether your brand wants to tactically exploit new opportunities with promotions or strategically harness white space growth opportunities, we can objectively interrogate ideas before they are taken to market. Even so, a powerful insight alone is no guarantee of success; we also ensure it is correctly positioned, communicated and able to change underlying consumer behaviour for maximum commercial impact.
• Adapt: Innovation must adapt to different markets, categories and situations. In some categories innovation must be rapid and reactive, while in others it must be based on deep and resonant insights to justify the time and investment needed
• Combine: Innovation must combine both qualitative and quantitative research with deep market knowledge and sound commercial sense to be most successful. When these insights are blended together, the value of the whole is far greater than the sum of its parts
• Interrogate insights: Successful innovation relies on finding unmet needs and understanding attitudes. Qualitative work with consumers is essential to observe, challenge and clarify tension points and coping mechanisms to judge whether an insight is strong enough to drive long-term demand
Innovation is the lifeblood of your brand, driving differentiation and directly impacting sales. But in a crowded marketplace filled with sophisticated and demanding consumers, it’s harder than ever before to identify and deliver innovation that offers real value. To provide long-term success, it’s crucial that innovation is based on strong insights.
Our point of view
© 2015 Incite Marketing Planning Ltd
Why use Incite?We see the big picture:
Our multi-disciplined team seamlessly integrates qualitative and quantitative research knowledge with wider market understanding to drive successful innovation. We build clear recommendations focused on realistic commercial outcomes and take a nuanced, bespoke approach to everything we do that accounts for the specific characteristics of different markets.
We know that identifying a great insight is essential, but it’s only the start of the innovation process. We have the knowledge and expertise to take the seed of an idea from insight identification right through to launch. We use end-to-end innovation frameworks to generate successful long-term ideas, put solutions together, measure and forecast potential, and identify the most appropriate marketing and communications mix.
Too many propositions stall because of a weakness in expression, not insight. We have extensive experience in preparing and optimising propositions so they have the best chance at clearing internal hurdles and progressing through your organisation’s innovation funnel - working with your black box predictive approaches as needed.
We can help you clear internal hurdles: We tailor our approach:
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