Innovation: Are we too obsessed with insight?

Many companies expect managers to develop ideas based on discovered insights, but this practice can stifle creativity.

Innovation: Are we too obsessed with insight?

Mark Simmonds

Let ideas begin to flourish without the constraints of customer insight

Every company worth its salt understands the importance of customer insight when it comes to innovation. It has been the buzzword for the past 15 years.

Many companies have developed formal processes where they cajole their managers to develop ideas, based on discovered insights: understand customers; develop insights into their needs; develop ideas around these insights.

David Smith, in his recent Market Leaderarticle, 'Consumer research: the perfect storm', champions the insight cause further, pointing out that...

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