A tool for every stage of the journey.
Choose the tool that fits your current project. Use it on its own, revisit it as you go, or add others as your needs change.
R&D expertise trusted by world-class brands
The Untapped framework.
Eight tools. One continuous loop.
Each tool answers a different R&D question, and each one sets up the next. You can enter the cycle wherever your work is stuck and pick up the rest as you go.
User – Product
Use projective techniques to uncover the functional and emotional needs people struggle to articulate.
Translate user jobs into the desired experience and technical requirements for a stronger product brief.
Prioritise what matters most and create an early prototype that generates useful learning.
Product – User
Tell a compelling story that connects the user’s world, the product benefit, and the science behind it.
Turn a product idea into a concise, testable concept built around insight, benefit, and reason to believe.
Create credible product promises and demonstrations that show people what they can expect.
Product User Journey
Map how people use products today to reveal pain points, positives, and unmet needs.
Deeper Insights
Use projective techniques to uncover the functional and emotional needs people struggle to articulate.
Untapped Ideal Product Model™
Translate user jobs into the desired experience and technical requirements for a stronger product brief.
Untapped MVP & Prototyping™
Prioritise what matters most and create an early prototype that generates useful learning.
Untapped Technology Mode of Action™
Define how the technology uniquely solves the root cause of a user problem.
Untapped Product Story™
Tell a compelling story that connects the user’s world, the product benefit, and the science behind it.
Concept Thinking
Turn a product idea into a concise, testable concept built around insight, benefit, and reason to believe.
Claims & Demos
Create credible product promises and demonstrations that show people what they can expect.
The thinking behind the tools, in print.
Untapping Innovation® captures the methods behind Untapped in a practical guide for R&D teams.
It shows teams how to put the thinking into practice in real product development work.
What could you unlock with the right support?
You already have capable people and good work underway.
Untapped can help you get more out of it.
