Point of view: Time for research to pivot
Brian MillarSense Worldwide
Stan Sthanunathan is the former head of marketing strategy at one of the most innovative companies on earth: Coca-Cola. So when he asked, 'Is research stifling innovation?' in a recent Admap article, I hope there was a collective sputtering into flat whites behind the one-way mirrors in a thousand focus group rooms. The fact is, Stan is right. Conventional research predicts innovation success about as well as throwing somebody in the river predicts whether they're a witch.
The current financial climate demands big, ground breaking innovation....