When the low-hanging insights have fallen

This article describes an open-ended research technique that was used to generate insights about 'adult sharing' when traditional methods were no longer useful.

When the low-hanging insights have fallen

Simon Blyth and Mark SimmondsActant and Brandtalk

Insight, insight, insight. Any organisation operating in a competitive environment and serious about innovation and growth must be serious about consumer insight. It must both talk the talk and walk the walk. Get closer to your consumers, find the killer insight, develop and launch that groundbreaking idea. Bingo!

But markets are maturing and all the low-hanging insights have already been picked in more or less every category. We know that people want to share the experience of playing video games with friends rather than playing on...

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