The 1st quarter of 2017 has ended, but whether the year will end with a bang or doom and gloom, is yet to be seen. Especially with the uncertainty of the full impact of Trump’s presidency and Theresa May’s decision to divorce from the EU. We are undoubtedly living in a time of uncertainty. This is evident even amongst our biggest clients where disruption has become the norm (be it disruptive innovation or just plain disruption) and where budgets are scrutinized even more.
Cheaper, Faster and Better! A mantra that many have been shouting. Today, research timelines are discussed less in terms of months and more in terms of number of weeks. In some instances, we even talk about overnight research.
So in a time when there is no luxury of a leisurely creative process, how can innovation be made faster and yet impactful?
Most concept optimization tools employ Choice or Purchase Intent to determine the best bucket of product or service attributes to offer, but these tend to kill anything that is different from what’s already in the market, and we can no longer accept that. Consider instead, an approach that actually rewards uniqueness (Better). And one that generates forecast-ready results, with no retesting needed (Cheaper and Faster).
Total Understanding Remains Key
Gailynn Nicks from Ipsos Connect recounts her operation in the beginning of this year and how it draws parallel with how we manage brands in this time and age. The same operation 20 years ago would have been very siloed in treating pieces of a person rather than thinking about us as a holistic system (we are talking about Western medicines of course). Managing brands today is not so different - there is so much more data and knowledge available to manage brands holistically.
In this month’s issue of Curiosity, we take a new perspective on perhaps, old topics. While disruptive innovation is what everyone’s after today, sometimes a fresh, all-encompassing look at what we already have is all that’s needed.
Foreword
Joseph Chua
Managing Director
Ipsos in Singapore