According to Roberto Verganti, author of Data-Driven Innovation, radical innovation comes when a company figures out the unarticulated needs of their customers. These needs are not generally stumbled upon in focus group meetings, but must be found by observing the behavior of their customers and understanding how the consumer is using or hacking their products. Understanding the unintended applications of their products can direct a company in developing new, radically innovative products.
Cognitive Data-Driven Insights is built upon the concepts discussed in author Robert Verganti’s book, Design-Driven Innovation – the concept that radical innovation comes when a company figures out the unarticulated needs of their customers. These needs are not generally stumbled upon in focus group meetings, but must be found by observing the behavior of their customers and understanding how the consumer is using or hacking their products. Tide asked consumers in focus groups what more they need from their detergent – they answered with bigger bottles and more potent solutions. When Tide performed household immersion research to understand their behaviors further, they found something completely different: consumers were dipping a toothbrush in detergent and scrubbing out stains before adding their clothes to the washing machine. This led to their billion dollar product idea “Tide to Go” a stain removal stick that you can carry in your bag.
Companies have traditionally attempted this type of innovation through immersive research; billions of dollars are spent studying consumers in their home as they interact with products naturally. Our approach is different.
We know traditional consumer is now a digital consumer using variety of devices to share their opinions, and experiences in blogs, comments and social media.
Digital media has revolutionized how consumers express themselves, their preferences, their problems, and how they interact with each other. Conversations that were previously only over the water cooler have shifted to Facebook walls and Twitter feeds, giving powerful insight into how consumers are thinking, speaking, and behaving. By using technology, tools and analysts to gather, process and analyze millions of conversations in all forms of digital media for the behavior, motivation, emotion, and lifestyle behind the comment, we can truly understand the consumer and find their compensating behaviors that lead to breakthrough product ideas.
Through the CDDI process, we provide our clients with relevant data, trends and behaviors over a large volume of consumers that is simply not possible by traditional immersive research or focus groups. We also extract compensating behaviors (or workarounds) consumers are doing to solve their every day product problems, and the unique white spaces that exist within the category. The process mixes sociology, marketing, advertising, and consumer behavior for designing breakthrough products and services.