Harnessing consumer insight to drive innovation

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Author(s): Aunia Grogan, Vivek Banerji
Collection: Innovate 2006
Keywords: Innovation

ESOMAR Best Paper Award 2005/2006
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Why is innovation such a struggle? The greatest challenges most organizations face when innovating lie within their own organization, people and working practices.

Successful commercial organizations tend to focus on quantitative metrics, are uncomfortable with ambiguity and pay more attention to their existing business and competitors than to customer needs.

The focus of this paper is on how organizations can become consumer-focused, generating and leveraging insights to feed the innovation process more effectively.




Date of publication: 10.05.2006
ISBN: 92-831-0195-2
Order Code: S312_08
Number of pages: 8

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