The role of research in innovation
Research is being used as an excuse for making decisions. Many use Henry Ford's infamous quote as an excuse for needing to conduct research and whilst it may seem strange, we support his belief that asking consumers what they want and simply listening to the response is the wrong way to go about using market research.
Research Ruins Innovative Ideas highlights common issues during the innovation process from a research perspective and explains the need for implementing a robust framework during any innovation process to improve your chances of success beyond the current industry success rate of just 10%.
Presented at the AMI innovation summit 2016