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Enlightened gardens - Innovation beyond the obvious
Includes video content
Recommended by Warc editors
Ank van Ophoven, Pamela Pauwels and Jochum Stienstra, ESOMAR, Congress, Amsterdam, September 2011
Philips Lighting needed insights into garden needs with the potential to really make a change in the garden lights market and was therefore integral for Philips Lighting to completely involve the entire interdisciplinary team (researchers, technicians, marketers, designers).
Philips Lighting needed insights into garden needs with the potential to really make a change in the garden lights market and was therefore integral for Philips Lighting to completely involve the entire interdisciplinary team (researchers, technicians, marketers, designers). This paper reviews the process of ‘co-creating’ insights: matching consumer insights to company knowledge, which helped Philips go beyond the obvious, without the fallacy of ‘thinking inside-out’. The paper show an innovative, engaging and imaginative process, as well as how co-creation of insights can help a brand come up with high impact concepts.
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Household & domestic
Household & domestic
Cleaners & detergents
Furnishings & fittings
Toilet paper, kitchen towel
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