What do you do if your market research is not driving product innovation?

Instead of focusing solely on gathering a large volume of data, prioritize the quality of insights obtained from your market research. Reframe your goal to emphasize the depth and relevance of the information collected rather than the sheer quantity of data points.

Any amazing innovation is built on a clear, well identified scope. Challenge or problem statements need to be well articulated, not too broad not too niche. It has to be clear to leave room for innovation. This is what I do at the beginning of any innovation project... A lot of companies innovate for the sake of innovating, and it simply does not work.

This is a complicated situation when it happens, it directly impacts the confidence in the deliverables of the innovation strategy. It is important to understand whether the research model and methodology were adequate, but I have some recommendations, try to do research (for example meseems) using a quick and online model to compare research results, similarities and new insights. A second tip, using the database used for research, the database of the company's current customers, try to generate a predictive analysis of the possibilities generated by the research, if you have maturity in the database for Machine Learning, even better. Do everything within your environment, avoid LLM if you are going to share insights.

In such a scenario, as a seasoned Senior Product Manager, I would first scrutinize the research methodology for any gaps. Then, I'd supplement it with qualitative insights from interviews or user testing. Exploring adjacent markets or emerging trends could offer fresh perspectives. Collaboration with diverse teams fosters creativity. If needed, I'd pivot strategies, ensuring alignment with uncovered insights. Leveraging experience, I synthesize findings to identify untapped opportunities, turning stagnant research into a catalyst for innovation.

Broaden your scope by engaging with diverse audience segments beyond your core customer base. This could involve conducting market research among demographic groups or customer segments that are currently underserved or untapped by your products or services.

I love to use prompted social listening, where we listen to consumers through their favorite influencers. This gives the most authentic information, fast, pinpointing their pain points and unmet needs. If you base innovation on a clear unmet need, you will win, no questions asked.

Sometimes market research is not leveraged to drive product innovation which is a risky endeavor and not recommended. This often happens when customers say they want something and will pay for it, and moving into the build phase to capture the opportunity seems like the next best move. Not so! Be sure to develop a hypothesis you can validate with multiple sources that have diverse perspectives. Engage your customers through interviews or, better yet, have an objective third-party do this on your behalf, and go "three deep" on questions.

I have found that 1:1 customer interviews from a diverse segment of customers to brainstorm ideas or identify the biggest pain points for the customers often help focus the market research into areas that can actually help innovation.

Conduct user surveys and interviews to gather insights into user needs, preferences, pain points, and behaviors. Ask open-ended questions to encourage users to share their experiences and ideas for improvement.

Co-creation works with consumers as well. If brands engage their consumers in their innovation efforts, they actively contribute to longevity of the brand. More brands should work in this fashion. If you are willing to listen to consumers, they will tell you what's missing which directly feeds into innovation.

établir un lien direct avec les clientes d'Ozaelle est crucial. Leurs idées et retours guident les nouveautés, tout en les impliquant dans la création. En favorisant leurs commentaires via les réseaux sociaux, l'envoi de questionnaires ou la création de groupes d'échange, je saisis mieux leurs attentes. L'écoute attentive ouvre des voies de développement, qu'il s'agit ensuite de prioriser avec soin.

Quando a pesquisa de mercado n?o estimula a inova??o de produtos, é fundamental reavaliar a abordagem de análise de dados. Em vez de apenas focar nos números brutos, é crucial extrair insights qualitativos e identificar padr?es n?o óbvios. Além disso, envolver as partes interessadas em discuss?es significativas pode gerar ideias inovadoras. Adotar técnicas avan?adas de análise de dados, como minera??o de texto e análise preditiva, também pode revelar oportunidades ocultas e impulsionar a inova??o de produtos de maneira mais eficaz.