Innovation through consumer insight dialogue

Abstract

This project is based on the use of consumer insight dialogue to create break-through propositions which will eventually lead to new product development. Product ideas generally come based on the needs people perceive in the market or from new technology available to them. However, it is difficult to put a structure to ideation process. In our project, we attempt to give a structure to the process of idea generation. The main purpose of the insight dialogue is to get from the articulated to the unarticulated in terms of consumer needs and the belief is that the insight lies in the unarticulated. The process is as follows: the insight brief with the marketing challenge and the insighting challenge is provided, based on which the going-in plan is made. The interviewers engage ininsight dialogue with the respondents with an aim to understand the person's world. Techniques like trigger questions and deep-diving are used to question the person innovatively to reach to the underlying levels of feelings to get better insights. The next step of the process is 'synthesis' where the responses are analyzed in a structured way to get product (or positioning) propositions. The recommendations are obtained and presented to the key stake holders.In our case, the product concept given by us are held under strict confidentiality by the company. This report focuses more on process.