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You’re tasked with product innovation research. What tools will help you stay ahead of the competition?

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Product innovation research is a crucial process for creating new and improved solutions that meet customer needs and expectations. But how do you conduct effective and efficient research that gives you insights and ideas to stay ahead of the competition? In this article, you’ll learn about some of the tools that can help you with product innovation research, from defining your problem and scope, to collecting and analyzing data, to generating and testing concepts.

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1 Problem statement

A problem statement is a clear and concise description of the challenge or opportunity that your product innovation research aims to address. It helps you focus your research on the most relevant and important aspects of the problem, and guides your decisions and actions throughout the process. A problem statement should answer three questions: What is the problem? Who is affected by it? And why does it matter? To craft a good problem statement, you can use tools such as the Five Whys, the Problem Definition Canvas, or the Point of View Statement.

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Patrick Olszowski

Teaching global businesses how to decode & delight customers.
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As researchers and innovators, we often think we know what the 'problem' is. We can describe it in great detail, know it's edges, and feel that we have a clear picture around exactly how to solve it. The problem is that this understanding is often TOTALLY wrong. When you're drafting a Problem Statement, draft two versions. One from the perspective of your business/organization. And a second from the perspective of the customer. Then, anonymise these problem statements and share them with some customers and ask them a simple question, "which, if any, of these problems seems more urgent to solve and why?" Patrick from Outrageous Insight

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Priscila Kobayashi, MBA

Engenheira de Planejamento (S&OP), Projetos e Produtos| Especialista em Produ??o e Qualidade| Gest?o de Processos e Melhoria Contínua
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I've identified a critical challenge in product innovation research to stay competitive. I need to select effective tools that provide deep insights into market trends, customer feedback, and competitor analysis to drive the development of innovative products.

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Ricardo Augusto Vargas Hernández

Solucionador de retos empresariales e integrador de actores corporativos, mediante modelo Dual de educación.
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Para mantenerte delante de competencia, se debe ser más rigurosos con la investigación, centrados en los imaginarios colectivos, la línea base de población y los hechos etnográficos en participación, recordando el uso de instrumentos pertinentes de recolección que permitan el análisis, y el entendimiento de estos. ?La innovación no existe!... se logra gestar a partir del rigor de la investigación en los territorios y con los individuos objeto de estudio, ya sean estos clientes, usuarios o no mercado.

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Elias Kouloures

Chief Creative AI Officer, Marketing Polymath & Data-Driven Brand Transformer | Neurodiverse AI Innovator & Creative Director with 20+ years of international experience on 150+ global brands.
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Clearly defining the problem you're trying to solve is the critical first step in any innovation process. Focus on understanding unmet user needs through empathy and observation. Frame the problem in a way that sparks creative thinking. Advice: "Innovation distinguishes between a leader and a follower." - Steve Jobs Tips: Customer journey maps, design thinking, jobs-to-be-done framework

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2 Research plan

A research plan is a document that outlines the objectives, methods, resources, timeline, and deliverables of your product innovation research. It helps you plan and organize your research activities, communicate your research strategy to stakeholders, and track your progress and results. A research plan should include the following elements: research questions, research methods, data sources, data collection tools, data analysis tools, expected outcomes, and ethical considerations. To create a research plan, you can use tools such as the Research Plan Template, the Research Method Matrix, or the Research Roadmap.

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Priscila Kobayashi, MBA

Engenheira de Planejamento (S&OP), Projetos e Produtos| Especialista em Produ??o e Qualidade| Gest?o de Processos e Melhoria Contínua
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To lead in product innovation research, I will start with a comprehensive analysis of market trends using monitoring and data analysis tools. Next, I will integrate customer feedback through surveys and social analysis platforms. Finally, I will conduct a detailed analysis of competitors, utilizing competitive intelligence tools to guide the development of innovative products.

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Elias Kouloures

Chief Creative AI Officer, Marketing Polymath & Data-Driven Brand Transformer | Neurodiverse AI Innovator & Creative Director with 20+ years of international experience on 150+ global brands.
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An effective research plan gathers qualitative and quantitative data from multiple sources to gain a comprehensive view of the landscape. Define key questions, identify info gaps, and determine appropriate methods. Advice: "Advertising is truth well told." - David Ogilvy Tips: Competitive analysis, market research, customer interviews, surveys

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3 Data collection

Data collection is the process of gathering relevant and reliable information from various sources that can help you answer your research questions and validate your assumptions. Data collection can be done through qualitative or quantitative methods, depending on your research objectives and resources. Qualitative methods, such as interviews, observations, or surveys, can help you explore and understand the needs, behaviors, motivations, and preferences of your target users. Quantitative methods, such as experiments, tests, or analytics, can help you measure and evaluate the performance, usability, and satisfaction of your product or solution. To conduct data collection, you can use tools such as the Interview Guide, the Observation Checklist, the Survey Monkey, or the Google Analytics.

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Rachel Yager

Executive Leader in Education and Business Innovation | RapidPathway? | AccelerationX? | Advocate for Open Innovation Ecosystem
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Virtual interviews and focus group platforms like Zoom and Microsoft Teams effectively collect and analyze qualitative data. Transcription services within these tools can be used to transcribe conversations for easy analysis and identification of critical insights. When it comes to product innovation, qualitative data can prove to be an invaluable source of information, providing deep insights into customer preferences, behaviors, and experiences. By leveraging this data, businesses can tailor their products to meet the specific needs of their customers, ultimately leading to increased sales and customer satisfaction.

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Elias Kouloures

Chief Creative AI Officer, Marketing Polymath & Data-Driven Brand Transformer | Neurodiverse AI Innovator & Creative Director with 20+ years of international experience on 150+ global brands.
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Leverage a mix of primary and secondary research to collect relevant info. Go beyond surface data to uncover consumer insights. Observe behavior in context. Advice: "We don't grow when things are easy; we grow when we face challenges." - Satya Nadella Tips: Ethnographic research, focus groups, social listening, app analytics

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4 Data analysis

Data analysis is the process of interpreting and organizing the data you collected, and extracting meaningful insights and patterns that can inform your product innovation decisions. Data analysis can be done through qualitative or quantitative techniques, depending on the type and amount of data you have. Qualitative techniques, such as affinity diagrams, thematic analysis, or personas, can help you synthesize and visualize the data, and identify the key themes, needs, pain points, and opportunities of your target users. Quantitative techniques, such as descriptive statistics, inferential statistics, or A/B testing, can help you summarize and compare the data, and test the hypotheses, assumptions, and effects of your product or solution. To perform data analysis, you can use tools such as the Affinity Mapping Tool, the NVivo Software, the Excel Spreadsheet, or the Optimizely Platform.

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Rachel Yager

Executive Leader in Education and Business Innovation | RapidPathway? | AccelerationX? | Advocate for Open Innovation Ecosystem
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CRM Systems are practical tools for businesses to manage customer interactions for quantitative data analysis. By centralizing customer data, Customer Relationship Management (CRM) systems help companies comprehensively view their customers' behavior, preferences, and purchase history. This data can be used to develop effective marketing strategies, improve customer service, and identify new business opportunities. Some popular CRM systems include Salesforce, HubSpot, and Zoho CRM. These systems leverage advanced technologies like machine learning and artificial intelligence to analyze customer data and provide valuable insights to help companies better understand and engage with customers.

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5 Concept generation

Concept generation is the process of generating and exploring multiple possible solutions that can address the problem statement and meet the user needs and expectations. Concept generation can be done through divergent and convergent thinking, depending on the stage and goal of your product innovation process. Divergent thinking, such as brainstorming, mind mapping, or SCAMPER, can help you generate a large number and variety of ideas, and encourage creativity and innovation. Convergent thinking, such as prioritization matrix, scoring matrix, or feasibility analysis, can help you evaluate and select the most promising and viable ideas, and refine and improve them. To facilitate concept generation, you can use tools such as the Brainstorming Rules, the Mind Map Tool, the SCAMPER Technique, or the Prioritization Matrix.

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Priscila Kobayashi, MBA

Engenheira de Planejamento (S&OP), Projetos e Produtos| Especialista em Produ??o e Qualidade| Gest?o de Processos e Melhoria Contínua
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To lead in product innovation research, I will initiate the concept generation process with online brainstorming tools, fostering collaboration and diversity of ideas within the team. Next, I will utilize prototyping software to visualize and rapidly test the most promising concepts, accelerating the development cycle. Finally, I will apply collaboration platforms to gather continuous feedback from the team, refining and enhancing the concepts before implementation.

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6 Concept testing

Concept testing is the process of validating and improving your concepts by getting feedback from your target users and stakeholders. Concept testing can be done through different methods and formats, depending on the level of fidelity and detail of your concepts. Low-fidelity methods, such as sketches, storyboards, or paper prototypes, can help you test the basic functionality, usability, and desirability of your concepts, and get quick and cheap feedback. High-fidelity methods, such as mockups, wireframes, or interactive prototypes, can help you test the advanced features, aesthetics, and interactions of your concepts, and get more realistic and accurate feedback. To conduct concept testing, you can use tools such as the Sketch Pad, the Storyboard Template, the Paper Prototype Kit, or the Figma Software.

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Roy Alter

Product @ Lightricks | AI, Creative Tech, Design, Video
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Incorporate storyboarding into your innovation toolkit to visualize and explore potential user scenarios and emotional journeys with your product. This creative method allows you to narrate the user's experience from start to finish, identifying key interactions, pain points, and moments of delight. Storyboarding fosters empathy and insight, guiding your innovation to be more user-centric and emotionally resonant, setting your product apart in a competitive landscape.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Solomon O. Ayodele

Product Innovation, Strategy & Technology
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Beyond tools and methodologies, i believe curiosity is an integral element in unearthing depth during a research process. Be curious to know WHY… WHY… WHY… WHY… WHY… 5 Whys. Opppsss. That’s a methodology ??

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Stephen Carter

Intellectual Property strategy & management for technology start-ups and scale-ups | 'Investment ready' IP strategy aligned with business goals | Patent Attorney | IP Strategy | IP protection | IP audits
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Often overlooked but a great source for inspiration are patent search tools, such as espacenet and Google patent search. Published patent applications can provide some great insights into the way others in your field are thinking. Obviously, you need to be careful not to infringe the patent rights of others but there are many published patent application that never progressed to grant and from which you can therefore freely borrow ideas.

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Supriya Rai

Director of Product Delivery @ SambaTV and CPO @ Surf | Entrepreneur and AI Product Leader
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Stay ahead in product innovation research with these cutting-edge tools: CB Insights: Uncover market trends and startup activity. TrendHunter: Identify emerging trends and consumer insights. Crunchbase: Explore startup data and industry trends. Gartner: Access research and insights across various industries. InnoCentive: Collaborate with a global network for problem-solving. TechCrunch: Stay updated on the latest tech and startup news. Scopus: Dive into academic research and scientific literature. SpyFu: Analyze competitor strategies and digital marketing. Product Hunt: Discover new and noteworthy products and innovations. Statista: Access statistics and market data across diverse industries. Use these tools+user interview to find the WHY

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Sumit Devgan

Chief Product & Operations Officer at Nexus Ocean | Driving Maritime Tech Innovation & Client Excellence
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In the fast-paced race of product innovation research, staying ahead of the competition requires not just any tools, but the right ones. AI-driven JTBD (Jobs-To-Be-Done) and ODI (Outcome-Driven Innovation) methodologies are the secret weapons. These tools leverage AI to delve into the depths of customer needs and desired outcomes, providing insights that are not just data-driven but deeply human-centric. By understanding the 'jobs' your customers hire your product to do, AI-enhanced JTBD-ODI ensures your innovation efforts are precisely targeted and highly effective. It’s not about guessing what’s next; it’s about knowing it, making AI-driven JTBD-ODI your compass in the uncharted waters of product innovation.

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You’re tasked with product innovation research. What tools will help you stay ahead of the competition?

1

2

3

4

5

6

7

1 Problem statement

2 Research plan

3 Data collection

4 Data analysis

5 Concept generation

6 Concept testing

7 Here’s what else to consider

Product Innovation

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You’re tasked with product innovation research. What tools will help you stay ahead of the competition?

1

2

3

4

5

6

7

1 Problem statement

2 Research plan

3 Data collection

4 Data analysis

5 Concept generation

6 Concept testing

7 Here’s what else to consider

Product Innovation

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