Consumer insights drive innovation from idea to launch, says SKIM
A strong innovation strategy, rooted in consumer insights, is essential for product development in today's dynamic market. For more on early innovation strategy, we spoke with SKIM leaders Sarah Tohar and Alexis Sacino.
The initial stages of product innovation are crucial. Many companies rush into brainstorming without fully grasping consumer behaviors, resulting in ineffective products and wasted resources.
“The advantages of prioritizing a deep understanding of consumer behavior from the outset include offering products that truly resonate with your audience, increasing brand loyalty, and gaining a competitive advantage,” says Sarah, who is director and the US innovation lead at SKIM.
This early product innovation process involves two key phases: ‘Discover’ and ‘Define.’ The ‘Discover’ phase focuses on uncovering consumer needs and challenges, while the ‘Define’ phase assesses early-stage ideas through consumer psychology and market realities.
“Using advanced analytics-based solutions like Opportunity Mapping or Unspoken that provide validation even in early development phases, early-stage ideas are evaluated and screened to focus on those with the highest potential,” adds Alexis, senior research manager at the global marketing consultancy firm.
Then, full concepts are crafted before innovation teams move on to the last two phases of the development pipeline, ‘Develop’ and ‘Deliver’.
Three elements that can maximize impact
To maximize the impact of product innovation, SKIM recommends three approaches: Disrupting current behavior, testing in context, and incorporating behavioral science.
Disrupting behavior means creating products “that change people’s patterns or behaviors,” notes Sarah. “It has to become a regular part of their lives. A deep understanding of current consumers’ behavior and pain points helps inform potential success.”
Testing in context is an approach that involves replicating real-life choices in order to gain valuable insights and ultimately gauge if a product has what it takes to be successful.
The behavioral science approach integrates consumer decision-making through intuitive choice-based surveys that capture both conscious and unconscious aspects of decision-making.
Case studies
The benefits to this strategy of product innovation are evident in a few strategic partnerships that SKIM has been a part of. Take for instance Indeed, the world’s #1 job site, which was looking to explore untapped market opportunities by better addressing customer needs.
“Partnering with SKIM, Indeed explored the nuanced, often ‘invisible’ needs and desires of their target customers. This approach allowed them to tailor their products and demonstrate a deep understanding, resulting in a more relevant and impactful offering,” explains Alexis.
In addition to leveraging SKIM’s advanced tools aligned with the underlying forces of consumer behavior, Indeed also conducted collaborative workshops as part of the engagement, with the aim of better integrating customer insights directly into the company’s strategy for product development.
Consider also SKIM’s partnership with Whirlpool, a global home appliance manufacturer. The multinational already had a sophisticated product development process, involving creatives, marketers, and experts, but it was looking for additional guidance.
“A key aspect of SKIM’s collaboration with Whirlpool has been the development and curation of an interactive online database, allowing team members to effectively keep track of idea performance and cross-reference new ideas with consumer sentiment over time,” explains Sarah.
“By introducing new tools and rigorous testing methodologies that aligned feasibility with consumer needs and desires, SKIM enabled Whirlpool to create a more cohesive and innovative development process, leading to several successful product launches.”
Asked about their key product innovation takeaways from these cases, Sarah and Alexis say: “Companies must start with the consumer, iterate and validate ideas, balance emotional and functional needs, and continuously monitor consumer data. These practices help companies create products that meet real-world needs and stay ahead of market trends.”
