This year, ESOMAR’s annual Congress is moving online. But as always, it will feature the latest and best thinking on all things research and insight.
On the Wednesday morning, a session titled Research Fuel for the Innovation Engine looks at the ways in which insights are used for innovation.
Our presentation, How Design Thinking Allows Market Research to Take the Lead and Become an Innovation Powerhouse, brings together a Researcher and Designer to discuss why and how Design Thinking allows Market Research to take more of a lead in innovation.
The presentation will cover:
- The reasons why the role of MR in innovation needs redefining – marketing and innovation are the only parts of business that matter. Marketing attracts customers. Innovation creates products for them. We’re a key part of marketing. Now let’s focus on increasing our role in innovation
- The vast commercial opportunity that exists if MR can secure a greater stake in innovation – the $1.7tn R&D sector, and MR has (nearly!) all the tools to be a key player in it
- How Design Thinking (DT) works and why it delivers better innovations – DT has been used by MIT, Nobel Prize winners and the world’s biggest brands. Why wouldn’t we want to use this relative discipline to enhance our value?
- The reasons why MR can easily own the DT process – DT has 6 parts. Most of which already sit within our sweet spot. Collaborating with designers allows us to own the entire process
- An example of MR-led DT in action – from global youth & technology insights, to an anti-cyberbullying keyboard app. Proof MR and DT can co-exist to solve a concerning societal problem
- What MR needs to do to overcome the barriers to owning more of the innovation process – MR is no different to any product. We need to diversify our offer to grow. DT represents and credible diversification opportunity. However, we need to alter our mindset to do so
Join us on the virtual MainStage on Wednesday, 16 September, at 09:50 BST / 10:50 CEST. For registration details click here.
