A bit of a no-brainer as a title, but all too easily often forgotten as we get carried away on the innovation journey or get swept up in day-to-day commercial decisions. Good insights must sit at the heart of innovation. Insights should be used to help build Innovation Platforms, develop winning ideas and (generally no done) revisited during post-launch learning.
To do this, an insights driven culture is critical for an Innovation team. Through harnessing the power of insights, innovations will meet consumer desire, and see results for your brand or business.
Generating insights is not all about big budgets, clever methodologies or the Insights team. It is about putting the consumer and / or shopper first: asking yourself what do they truly think and need; and more importantly, why do they need this - what problem are we solving for them?
Thus, generating these insights should not be seen as a 'task'. They should be the on-going responsibility of the Innovation team working in partnership with the insight, brand, technical, r&d teams etc. - together, through a cross-functional team, insights can become more powerful.
A good insight can come from a more traditional source, such as a consumer focus group, or by stepping into the lives of your consumer and joining them for the day. My husband has been known in the past tell me off from being 'curious' in public. In fact, he's had to stop me poking about in cupboards in our friend's houses as I ask them questions about why they bought one brand over another or listening into a mother & daughter debating which magazine they should buy for the latest high street fashion trends in the newsagents; I tell him 'I am collecting insights'.
Building this inquisitive insights culture is critical. As I mentioned before, having a 'curious mind' is often a trait that I look for and encourage or when recruiting for a new team member. Being open to and seeking new ways to find insights in always important too - culture, trend, technology and methodologies are updating, and so should us Marketeers. All too often we hide behind our desks and emails, rather than actually living the life in the shoes of our consumers.