New Product Development and Innovation

In your category,  it has become increasingly difficult to differentiate your product based on functional attributes alone, but you don’t feel that you really understand your target consumers at an emotional level.  How can you gain more nuanced and meaningful insights into drivers of behavior that will inspire innovative products and services?

You are market leaders and want to stay ahead of the curve, becoming the recognized experts in your category.  How can you more fully appreciate and utilize contextual understanding of lifestyle, lifestage and product usage?

You suspect that there are a wealth of unmet needs and opportunities in your category. How do you observe and understand the meaning of rituals and routines?