So you think your customers can see the future? Think again!

The problem with asking consumers what they want is that most companies ask the question in the wrong way. Consumers are not experts who will come up with innovative solutions: they have neither the required knowledge, nor are they sufficiently up-to-date with the full range of possibilities. What they can do is tell a good idea from a bad one when they see it, explain the problems they face, and say what the desired outcome should be.

We use a number of techniques including ethnography, expert panels, concept clinics, community panels, co-creation, etc. to generate the ideas for developing innovative and desirable new products and service.