Fresh Thinking
Blogs & Resources
Reformulating Without Losing the Consumer: How Untapped’s Ideal Product Model Blueprint Protects Margin and Brand Equity
Reformulation can feel frustratingly inefficient, with functional teams pulling in different directions, costly iterations, and uncertainty around what really matters to consumers. Untapped’s Ideal Product Model Blueprint addresses this by giving R&D a clear, evidence-based framework to focus on what must be protected, where costs can be reduced, and how…
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Asset Mining – Seeking Untapped Insights To Inspire Big, New Ideas
What Is Asset Mining? We firmly believe that every business, no matter how big or small, is sitting on riches or ‘assets’ that are frequently lying dormant or underused. Before we commission research or develop new ideas, we spend time…
The best tech-for-good innovations of 2020
The world faces a range of enormous challenges in the 21st century, including climate change, extreme poverty, health pandemics and many other crises. But while finding solutions to these issues won’t be an easy task, technological advancements and deep user…
How Should Brands Untap All That Is Great In A Product?
Highly skilled engineers and scientists develop brilliant products all the time which are designed to solve a multitude of user needs. The familiar innovation methodology often starts with the user, defines what’s needed, then connects this with what’s possible. But sometimes,…
Collaboration – The Smart Way To Invest In Innovation?
Untapped shows how new innovation opportunities with a high return on investment can span far beyond the competencies of the core offering. During a recent review of innovation case studies, we were struck by how many brand, product or service-based…
How do you ensure your Innovation is a Smart Investment?
We are often asked by our clients ‘how do you measure the return on investment of your innovation approaches?’ As no two projects are the same, a simple, reapplicable ROI measure is difficult to find. What you can assess however,…
How The Pandemic Is Changing Consumer Behaviour In China
Turbulent times accelerate change. Given that China is a couple of months ahead of Europe and North America in the Covid-19 pandemic, we are starting to see how longer-term changes may play out globally. We asked our expert Chinese research…
5 Top Tips For Online Ideation Success
1. Time Manage time expectations more realistically. It is important to overestimate the time participants need rather than underestimate. Running over feels slightly more intense when you are in front of a screen so allow for a 30 minute overrun…
Navigating Trends In Today’s Uncertain World
We are bombarded by how trends are evolving as a result of the rapidly changing Covid-19 crisis, but how do we navigate these? At what point and how do we change our innovation programmes to design for the future? As…
Emerging Trends: What Next For “Home HQ”?
During lockdown and home confinement, we see articles every day that try to predict the “new normal” way of living – and its impact on businesses. There is no doubt that the pandemic has caused a drastic and rapid shift…
Top 10 ‘Life’s Little Lifts’ in Human Led Innovation
At Untapped we work with lots of client teams on what we call ‘Life’s Little Lifts’, or more technically, Human Led Innovation. Food, drinks, electronics, beauty and fashion – they can all lift our world in lots of little ways,…
Conducting Consumer Research in Today’s Global Crisis
Issue 1: We can’t meet consumers face to face in facilities or in their homes. How to overcome this: Online research provides rich insight. Digital diaries with video uploads capture people’s behaviours. We can have them complete creative personification and…
The Importance Of Culture When Innovating
Working with clients in the food and drink sector recently reminded us of the value to deeply understand the culture of a category within its country or region. This type of understanding must delve back into history, look at how…
