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Our new book: Untapping Innovation® out now
Drawing on a conversation with Sally Kemkers, Sharon Powell explores why the most valuable consumer insights often sit beyond what people can readily articulate and how finding them gives R&D better problems to solve.
If you’re asking people what they want, you’re already on the wrong track. In qualitative research, especially when aiming for deeper insight, the goal isn’t to take consumer suggestions literally. It’s to uncover the needs, frustrations and desires that consumers might struggle to articulate. The hidden truth that sparks fresh thinking.
