What do they really want?

IdeaView is a systematic process which is applied to research in order to extract information that can serve as a catalyst for real innovation. It is all about the art of listening.

To get to the core proposition, we need to understand people’s experiences, deconstruct them, as well as understand likely expectations and outcomes. Then, it is about understanding the importance and relevance of unmet expectations, so as to provide reliable descriptions of the opportunities for innovation.