Turning raw consumer data into actionable insights is sometimes as mysterious as the process that produces pure white, creamy milk from grasses and grains in the three stomachs of a cow. And, if only it were that easy, we’d all have an endless supply of cash cows.
The secret to innovation is that there is no secret. There is, however, a formula – but by no means is it hidden. Companies that have found the “secret” tend to repeat their innovation success. Innovation is not “magic”; it’s not “rocket science”. Innovation is not the province of a selected few creative guru’s. Innovation has a formula and those who know the formula can repeat it, get good at it and get rewarded for it. The practice of innovation can become a skill and as you build your skill as a team you may find that you have individuals with the special talents needed along your innovation journey.
Quantitative research data gives us the facts; qualitative builds the wisdom to use those facts. Nearly eight years ago Kirk Ward, VP of Consumer Information at Hershey Foods, and I sat at the local bar over an end-of-day beer.