Consumers at the heart of innovation: different shades of a new spectrum

Raymond Crook
Research International, Australia

Sunanda Brahma
Research International, Singapore

Helen Wing
Research International, United Kingdom

INTRODUCTION

Innovation is one of the greatest challenges facing business today. Companies everywhere are under increasing pressure to both come up with the next big idea and get it to an ever-changing market faster than ever before. Michael Porter has commented that “innovation is the central issue to economic prosperity”.

There has been a marked increase in investment in R&D over the years and some studies have suggested this growth may now have reached 11%1 in spite of the fact that success still eludes many companies.