Reseach for Innovation

I am attending IIR's Front End of Innovation Conference this week and am very excited about it. The vast majority of conferences I go to are marketing or research centric, but this is much more about the steps that go into innovation, only one of which is market research.

We do a lot of innovation related work ourselves, so I am curious to see where it fits in the eyes of clients and what they are really looking for. Our clients tell us we're invaluable for two main reasons.
  1. We don't slow down the other processes
  2. We get the qualitative and quantitative insights they need at once so they can really understand what people want, need, like or dislike and why in a single research environment.

I'll have more thoughts as the week progresses!

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