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eLearning > Innovation > Innovation Tactics > Module 2 / 4

Consumer Innovation

Instructor: Mark Onufer
Design Innovation
Download the Design Innovation Trend Report
Innovation and innovative ideas are only great if the end consumer accepts it. Too many times brands and organizations around the world generate interesting ideas without having done the preliminary research or simply disarranged priorities leading to failure. In this module Mark covers consumer innovation and two innovation tactics: NASA with Prioritization Workshops and Bath Body Works and Global Scout Network.

Mark starts by telling a story from the Deputy Chief Technologist at NASA and uncovers the idea that different teams with conflicting goals was the largest hurdle in getting them to Mars. After reviewing lessons on the importance of agility being greater than perfection, Mark breaks down a framework for this workshop. Diving deeper into consumer innovation, this module shows you what it would look like to have a network of ‘consumer research ninjas’ providing local and cultural insights to inform your projects. This showcases how something like flowers can not only inspire an entire line of products, but also act as a cultural backboard for depth and narrative. How could you make better use of your customers in your innovation process?
Related Trend Report: Design Innovation
Workshop Questions:
1. Think of 3 factors that could lead to your company's Utopia.
2. How could you make better use of your customers in the innovation process?
View Innovation Webinars
Featured Insights
Trackable Gaze
Software tracking eye movement delivers valuable insight to marketers
Implications - Eye-tracking technology is becoming increasingly prevalent in market research in order to optimize user experience in the digital space. Through the use of biometric tracking software via mobile and desktop devices, brands are better able to understand precisely where consumer attention is drawn, and how they navigate the tools. This new technology speaks to the struggle many brands have had in recent years with understanding how to better establish authentic connections with consumers.

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Workshop Question - How might your brand leverage eye-tracking software to establish a better connection with your consumer?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Dedicated Desktop
Companies are launching more apps specifically designed for desktop users
Trend - Companies are increasingly creating apps specifically designed to be used on a desktop, including apps for audio customization, social media, and organizational tools. The desktop-centric design empowers users with more functional capabilities when compared to their mobile counterparts.
Workshop Question - How can your organization better offer more functional products and services?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtualized Onboarding
Brands are using technology to take onboarding into the virtual realm
Trend - Brands are leveraging technology to streamline the onboarding process for freelancers, remote employees, and even clients. By bringing tasks like this online, employers are capable of facilitating a more supportive environment for all types of workers, particularly those who are new to the company.
Workshop Question - How could your brand utilize digital technology for the benefit of your employees?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Socialized Dating
Dating apps integrate friend-based features to boost matches
Trend - Brands in the business of creating dating apps are aiming to establish trustworthy connections by using friendship as a basis for matchmaking. Whether facilitating friendships first between potential matches, or using existing friends to vouch for users of the apps, these brands are prioritizing authentic connections.
Workshop Question - How could your brand align longstanding values with technological changes in its space?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accelerated Workflow
Workflow organization platforms adopt enhanced technologies
Trend - Platforms that organize workflow are taking their capabilities to the next level with functions like Artificial Intelligence powering or the added visual support of VR. These programs enhance internal processes and ensure that workflow moves past the benefit of organization, and into the realm of accelerated productivity.
Workshop Question - Consider an accelerated workflow program that your business could use to enhance internal processes?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Curated Advice
Consumers turn to third parties to retrieve curated friendly advice
Trend - Brands are entering the business of friendly "advice-giving" by creating platforms, both virtual and otherwise, that consumers can take advantage of. This shift functions as both an extension of the expertise-based advice platforms that are popping up, as well as an officialized version of the consumer tendency to turn to the internet for guidance.
Workshop Question - How could your brand create a friendly advice tool for customer service purposes?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Biometric Banking 2.0
Banking processes are made more secure through emerging biometric systems
Implications - Addressing consumer concerns around security and a need for convenience, financial institutions are rolling out and experimenting with emerging biometric security measures. Though somewhat unconventional, this more advanced approach to protection speaks to the way in which biometric technology will likely play a growing role in the future of security.
Workshop Question - What is your customers' biggest concern when it comes to your brand? Brainstorm a concept solution that would perfectly solve that issue.
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Assistant Wearable
Wearable tech products incorporate voice assistant technology
Trend - Wearable tech products are now incorporating voice assistant capabilities in order to enhance and accelerate their functions. These products have implications for a broad range of consumers, including those with various disabilities, as well as busy consumers who prefer their tech hands-free.
Workshop Question - Where could your brand add an element of voice assistance into its product/service or purchase journey.
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eye-Track Entertainment
Brands use eye-tracking technology to entertain and customize
Implications - The adoption of eye-tracking technologies into entertainment and marketing-related products is on the rise, offering both function and intrigue for consumers who interact with it. Such technology has vast implications in industries concerned with accessibility, gaming and/or campaigning, and offer a high level of customization for consumers.
Workshop Question - Conceptualize a product, service or campaign that could incorporate eye-tracking tech.
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Distraction Defense
Consumers seek products and services in the tech space to help stay present
Implications - As mindfulness becomes a more idealized state for consumers, tech companies are debuting products and services that allow their customers to interact with their products in a way that supports a life lived with more presence. Be it an accessory for a device or a feature built into an app, the focus on the detrimental effects of technology addiction is impacting the expectations that consumers have for products in this space.
Workshop Question - How could you update your offering to better support the personal development goals of your consumer?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Tech Directory
Stores leverage technology to help consumers find and learn about products
Implications - To improve brick-and-mortar retail, brands are implementing advanced technologies like store map apps and navigation tablets. Giving shoppers the power to browse and direct themselves through a store using technology satisfies the consumer desire for quick and easy in-store shopping experiences. Simplifying the consumer’s path to purchase improves omnichannel retail by reinforcing the seamlessness of today's retail landscape.
Workshop Question - How can your brand improve the consumer's path to purchase through technological advancements?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends