Hatch Innovation blog... our view on innovation
Their big 'aha' moment was that coming up with a new brand name doesn't necessarily come first, and that the brand purpose / positioning will drive the eventual brand name.
My big 'aha' moment was that Instagram influencers were suggested by every group, notably mentioned before TV advertising every time! This will clearly become the norm.
Do get in touch if you have any Brand Creation ideas or projects on the horizon! At Hatch Innovation we love creating brands and getting them into market! Contact me at victoria.coe@hatchinnovation.co.uk
Trying to develop new innovation thinking without much (any) real consumer understanding? In our work with a broad range of clients, we often find this can be an initial stumbling block on the path to consumer value driven innovation development. So what can you do? Here are 3 ways to help you get the right consumer insight to drive better innovation thinking:
1. Know what you know
If you already have a batch of research debriefs and digital data, revisit them with fresh eyes and extract any raw observations and insights that might be lurking within. Mine the knowledge you already have and look for interesting tensions, conflicting points of view and things that challenge the current status quo (e.g. desires for sexy and safe, healthy and indulgent, etc).
2. Start human, not product or category
Begin with real people and their real lives - their jobs to be done, problems to be solved, coping mechanisms, desires to be satiated and dreams to be fulfilled. What do they place value on in their everyday lives? Observe, listen, talk and follow. In-home interviews, mobile enabled on the go observation and feedback, social listening tools and online customer product reviews have never made it so easy to glimpse and understand what people are most vexed by, or looking for. Product thinking and understanding drives a new silicone oven mitt (the omnipresent, multi-purpose, humble tea towel sniggers to itself every time – thanks to Chris Evans for this observation!). People thinking and understanding drives the development of smart plugs; programmableto meet your needs and remote operated for when you’re lying in bed and realise your teenage son has left the TV on downstairs….again! It’s quality not quantity that makes the difference. You only need a little really good human insight to fuel better innovation thinking.
3. Embrace trends, they are the North Stars of future-proof innovation development
Like stars they can burn very bright and ignite a groundswell of demand for new solutions. Plastic oceans and unconscious unhealthy sugar consumption levels are both examples of issues, emerging rapidly from trends, that have come alight over the last year or so. Those in the food and drink industry who are only now developing ways to address these issues through innovation are likely to find their responses are too narrow, reactive and short term.
Do any, or ideally all, of these 3 things and you’ll be well on your way to better innovation thinking.
At Hatch Innovation, our ‘value creation’ driven innovation approach helps marketers who want to create and deliver more strategic, bigger, insight-led innovation with high consumer perceived value. So, whether you want to create a new disruptive business model, or simply some new claims on a current product, we can help you hatch your golden-egg innovation!
For help with your strategic innovation challenge, contact me on +44 (0) 7730 780875 / victoriacoe@hatchinnovation.co.uk / www.hatchinnovation.co.uk
