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Can you create a continuous and systematic process of getting deep consumer insights to supercharge the innovation process and new product pipeline?
The answer is yes according to these three authors, Thomsen, Govender, and Jacobsen of a new book that describes the current shift toward a new consumer paradigm. At the center of this shift is the episode reconstruction method.
The authors review three methods to generate insights about customers or consumers: the five-step IDEO process, the four-step lead-user process method, and Vivaldi Partners’ DIG or demand-first methodology and episodic reconstruction methodology. They also apply the episodic reconstruction method to help a kitchen accessories company and describe its success use in generating new innovation concepts and ideas.
