Consumer Insights at the heart of Innovation
By Karen Boers
Presented at Merlien Institute's Qualitative Consumer Research & Insights, 7 & 8 April 2011, Malta
http://www.merlien.org
Taming the raging river - Qualitative Research & Social Media - Firefly
Consumer insights at the heart of innovation
1. Consumer insights
at the heart of innovation
Karen Boers
Marketing & Communications Manager, IBBT
QCRI 2011
2. How does consumer research fit into
innovation processes?
• Consumer insights: an essential part of open
innovation
• An interdisciplinary user-driven innovation model
for (ICT) research & development
• Maximize economic and social impact of
innovation
4. Where did it go wrong?
• Does anyone really NEED this?
• Is this as IDIOT PROOF as possible?
• Is this something you would LIKE to use (in this
way)?
10. Cooperative research
• Demand-driven research projects
• in close collaboration with large companies, SME’s, non-profit
organizations and governments (ICON)
• early stage testing (iLab)
• technical feasibility non
profit
• large-scale user testing SME’s
• set-up of living labs, incl. panel management large
com-
panies
• 5 application domains
~ current social & economical challenges
15. Maximize economic or social impact
IT’S ALL ABOUT THE PEOPLE !!!
• Involve the user from the start
• Include roll-out in a living lab context if possible to
gather feedback in real-life circumstances
• AND: mould an inventor into an entrepreneur
16. A tale told by a venture capitalist
Idea and pictures courtesy of Alex Brabers, GIMV
17.
18. Incubation & acceleration program
iStep • Teaching & learning
Help them find & understand
• Create entrepreneurial teams around your idea
iBoot • Validate the their customers!
business opportunity
iProof • Coaching and implementing real ventures
• Provide space, logistic support & operational
iCubes services
iVenture • Preseed capital fund
20. Presented at the International conference on
Qualitative Consumer Research & Insights
7 & 8 April 2011, Malta
For more information
Please visit: http://www.merlien.org