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A critical step in the innovation process
With the high failure rate for new product introductions, new thinking about the innovation path that employs a more systematic, rigorous approach has emerged. Before engaging in brainstorming sessions to come up with new ideas, savvy clients are first making sure that they are pursuing the strongest areas of opportunity.
That’s where prospecting comes in. Prospecting is an important step in the innovation process that serves as a bridge between innovation strategy (platform identification) and idea generation. Prospecting is the process of delving deep into the platform areas to generate consumer insights, so that marketers can determine which areas they want to explore for new ideas.
GOOD RESEARCH LEADS TO GOOD IDEAS - GOOD IDEAS LEAD TO SMART STRATEGIES
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