Enlightened gardens
Innovation beyond the obvious

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Author(s): Jochum Stienstra, J. Alyson Bryant, Ank van Ophoven, Pamela Pauwels
Collection: Congress 2011 - Impact - Research Reloaded
Keywords: Semiotic and Cultural Analysis, Concept Testing, Storytelling, Innovation

ESOMAR Congress 2011 Award Nominee - Best Case History
ESOMAR Congress 2011 Award Nominee - Best Methodological Paper
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Philips Lighting needed insights in garden needs with the potential to make a change in the garden lights market. It was important for Philips Lighting to completely involve the entire interdisciplinary team (researchers, technicians, marketers, designers). This presentation reviews the innovative and engaging process of ‘co-creating’ insights: mating consumer insights to company knowledge. This helped Philips go beyond the obvious, without the fallacy of ‘thinking inside-out’. The presentation also shows how cocreation of insights can help a brand come up with high impact concepts.



Date of publication: 18.09.2011
ISBN: 92-831-0253-3
Order Code: 59664-19
Number of pages: 15

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