Behold, the innovation Equation. While many talk about product innovation via ‘platforms,’ few can define an innovation platform. Quite simply, where an audience, its Felt Needs, and your brand’s Design DNA intersect, a true innovation platform resides. And the story of your brand’s future begins.
Within the Innovation Equation framework, we’ll merge everything you already know about your business with our knowledge about human behavioral science to identify the richest opportunities unique to YOUR brand.
This starts with our strategic ladders that stack the product, category, and human layers to reveal the elevated Felt Needs consumers experience.
Our innovation platforms yield an enduring playbook, as platforms will spell out not only what should be done today, but the opportunity over time to drive sequenced growth for the long haul.
Whether you’re trying to advantage your consumer brand at every point along the path to purchase, or to empower your sales force to meet the customer perfectly in the market, the CJM holds the answers you seek.
We’ve made a proven science of journey mapping, including the 6 requirements to a sound one:
We’ll show you all you need to know – and all the opportunities that lay along the way – throughout the path to buying, using, and loving your brand.
More research is definitely not always more. Most companies sit on a mountain of existing knowledge from past projects, studies, and initiatives. Thanks to BeSci, there’s far more value there than meets the eye.
We regularly leverage our Habits of Control BeSci framework to transform mere ‘background documents’ into the next huge opportunity to grow your business. Whether it’s elevating existing knowledge via a qualitative BeSci assessment, or incorporating our framework into a large data set, we’ll show you just how much you actually already know.
Getting to the core of consumer behavior with ethnographic research means observing people up close and personal, in real life—even when nothing is happening (in fact, those are often the parts that matter most).
Our BeSci online ethnography + mobile ethnography embeds us (and your team) in the lives of consumers to uncover the Felt Needs people need resolved—and that will grow your business.
/Felt Need/: the articulation of an emotional motivation that compels behavior that is un- or under-addressed in the current marketplace.
Uncovering Felt Needs is the key to successful innovation and marketing programs (many stop at mere consumer insights). Your consumer’s journey to discovering, buying, enjoying, and loving your brand happens in lots of places throughout life. Our ethnographic study lets us ride shotgun 24/7 – and our established psychological principles mean we know how to leverage this research medium to get to the core WHYs of real-life behavior.
A SURVEY?!? Really?!? The most old-fashioned technique in consumer research…?!?
You bet. Powered by Behavioral Science, the antiquated survey is fresh and vibrant once more. And, it’s an incredibly effective way to understand core motivations and reveal consumer insights from a sizeable sample of peeps.
The BeSci Survey is comprised of quick-response questions from the world of neuroscience, and takes ~30 minutes to complete. Questions are both quantitative and open-end, and span the complete range of perspective needed to understand human behavior…
Traditional segmentation – like most market research – relies on what people think they think. Powered by BeSci, those multi-month, six- or seven-figure segmentation studies are an inefficient relic.
Powered by our BeSci Survey, we identify segments that go way beyond mere behavior or academic descriptions to reveal the discrete groups that will let you go to market leaner, meaner, and more effectively than your competition.
Still trying to generate great ideas in a pressure-cooker, time-zapping, impossible-to-schedule, facilitated innovation workshop? Old-fashioned brainstorming doesn’t work for one simple reason: neuroscience.
The human brain is not programmed to think of ideas that way, so all the ideation facilitation and sticky notes in the world can’t overcome the natural creative process.
We’ve all noticed how inspiration comes in the shower, in the car, and even lying in bed. There’s a neuroscientific reason for that – and our concept development approach takes advantage of it rather than fighting it the way traditional innovation workshops do. It looks something like this:
The team collaborates iteratively via our online dashboard to generate, build, collide, and refine ideas over time.
We then use our unique Concept Bridging technique to elevate the richest ideas into complete, disciplined ideas with real teeth.
Summary: we show you how to conduct new product development by creating ideas the way the brain naturally works.
“Concept” has become a dirty word – probably because the vast majority of new products forged in legacy concept development approaches fail.
The key to restoring the good name of concepts everywhere is with reframing them FROM “products we might try to sell” TO “behavior we believe we can enable.”
Our sensory-centered concept development approach creates simple concepts and strategies that leverage natural human cognition to empower behavior change.
New product ideas come and go. Our solutions are designed to stick, including crisp articulation of the Felt Need each addresses, the Benefit it provides, and the competitive Reasons to Believe (often generated within our proprietary ClaimsWrangler software).
We also create concept visuals that avoid the ‘uncanny valley’ – this requires a bit of explanation (see story below), but it’s crucial in creating concepts people can more realistically evaluate within concept screening.
We also create a ‘backstory’ for each concept – crucial to evaluating potential within consumer vetting and briefing so the organization to get-it-right as you go to market.
We’ve all sat through concept research, and seen concept screening results, that make new ideas seem like a sure thing. So way do the vast majority of new products still fail? Simply, it’s not possible for consumers to accurately predict their behavior.
BeSci confirms that people are terrible at accurately reporting what they think they think. So we don’t vet concepts by asking them; instead, we watch what they ACTUALLY do.
The ThriveMall is our proprietary commerce-style website that lets us put real-life ideas in the real world and vet concepts against real-world benchmarks. So we find out much more than whether consumers like an idea – we find out whether it will succeed, and help focus on the launch tactics that will make it happen.