Everyone gets very excited about innovation, and rightly so, it’s exciting! This is because innovation can transform a brand.
Innovation is about the future, it is also about technology and it can be about big and/or little changes having a huge impact. But most importantly, innovation is about commercial success.
We have designed an approach to innovation with this in mind. We know that without creativity, you don’t get great ideas; without buy-in, you don’t get investment; without engagement, you don’t get change. We believe that a co-creative approach to innovation bakes in all of these elements into the process, ultimately achieving better results.
We will be writing a 10-part blog series on the ‘10 reasons to think again about the way you innovate’, see below for part 1.
At the heart of a great innovation is a fantastic insight. The co-creation process ensures that we spend time building real relationships, understanding consumer needs and identifying opportunities.
We ask consumers to become a part of our team. We hang out with them, shop with them and immerse ourselves in their world. They become our ‘detectives’ and make observations about their own behaviour and help us to identify where pain points or opportunities exist. This enables us to engage at multiple points in their lives, exploring the range of reactions they have to different stimuli and experiences.
Our range of psychological techniques also allows us to establish the ‘why’ behind what they tell us. From encouraging people to project their feelings to providing a range of creative ways people can express themselves, we focus on what is really driving behaviour, not simply how it is exhibited.
We believe: Relationships are the source of results.
“I’ve been doing this for the last ten years, and have heard things today that I’ve never heard before” Calum Laming, A380 Programme Manager, Etihad Airways
If you would like to find out more about Promise and our innovation process, please contact Bethan (firstname.lastname@example.org).
This entry was posted on Tuesday, 10 Apr 2012 at 6:43 pm and is filed under Co-creation, Innovation, Insight.
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