How Should Brands Untap All That Is Great In A Product?

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...
Collaboration – The Smart Way To Invest In Innovation?

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?

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, are innovation opportunities and how...
How The Pandemic Is Changing Consumer Behaviour In China

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 associate, Weiwei Yang, to...
5 Top Tips For Online Ideation Success

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 to manage...
Navigating Trends In Today’s Uncertain World

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 Jeremy Gutsche, CEO of Trend Hunter describes, we...
Emerging Trends: What Next For “Home HQ”?

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 to a home-centred existence....
Top 10 ‘Life’s Little Lifts’ in Human Led Innovation

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, and we certainly...
Conducting Consumer Research in Today’s Global Crisis

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

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 the culture evolves over time and also...