Innovation and Ideation for Concept Development
This innovation video discusses an approach to concept development that utilizes innovation and ideation. Though often sought after, standard consumer research often lacks in the ability to generate truly new product/service ideas or innovations for companies…often providing “evolutionary” but not “revolutionary” ideas.
The Innovation and Ideation framework for concept development utilizes a combination of participants and methodologies. These include general consumer research to understand the important and needed areas in the category, online communities (such as our Imaginators® community) to generate truly innovative ideas and concepts, and internal work sessions to narrow the focus to those best “fitting” with organization goals and structures.
Presenter
Clay Dethloff
Senior VP, Insights and Innovation
Clay is an experienced marketing research professional with more than 25 years of experience in both leading and delivering qualitative research in the industry. As the head of qualitative research efforts at Decision Analyst, Clay is responsible for maintaining and improving the quality of qualitative research, identifying new/innovative qualitative research tools, and overall management of the qualitative team.
