Recreating AlaTurca: Consumer goal conflicts as a creative driver for innovation

This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey.

Recreating Alaturca: Consumer goal conflicts as a creative driver for innovation

Deger Ozkaramanli, Steven Fokkinga, Pieter Desmet, Erkan Balkan and Eapen George

Introduction

"We don't use consumer focus groups." Shigeru Miyamoto, Nintendo (Hall, 2006)

"A lot of times, people don't know what they want until you show it to them." Steve Jobs, Apple (Reinhardt, 1998)

These kinds of observations have led some authors to conclude that consumer research does not lead to substantial innovation. This conclusion has been most comprehensively voiced by Roberto Verganti in his 2009 book...

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