The non-existing frontier: bridging the gap between insights and foresights

Luis Arnal and José Tapia

Innovation is not simply a buzzword, but is becoming a reality within organizations. Market research is positioned as the natural place for user-centered innovation within companies, but this is not always recognized.

The non-existing frontier: bridging the gap between insights and foresights

Luis Arnalin/situm, Mexico

José Tapiain/situm, United States

INTRODUCTION

Today, more so than ever before, innovation is a top priority in every company agenda. A few years ago it was more of a buzzword, but is now becoming a reality. Unlike other business fads, innovation is such a wide topic, and so pervasive in every aspect of business today, that signs indicate it is here to stay, at least for the coming decades. Just look at any study done by a major consulting firm in the last three years,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands