What’s a Nice Insight Like You Doing in a Concept Like This?
Lee Markowitz, Lourdes Alvarez-Chavarria, Paul Crowe, Barbara Garau und Helen Wing, Ipsos InnoQuest, in Ipsos Point of View, 11/2012
Great consumer insights can inspire powerful product ideas, and ultimately winning concepts and successful innovations. And yet, as marketers increase their expertise at uncovering insights and truly understanding their consumers’ needs and aspirations, we suspected that a disconnect may be occurring between insight identification and concept development – resulting in great insights being lost in poorly articulated concepts.
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