Standing on the Shoulders of Giants: Insights and implications from a ‘duel’ between humans and machines

In Germany, skincare giant Beiersdorf compared human-driven and machine-driven qualitative research to ascertain which approach can best identify innovation opportunities.

Introduction

The time for working with machines is now

In today's changing business environment innovation has become an essential factor for organisational survival (Kim et al., 2012), as competition has rapidly intensified with shifts in technology and the increasing globalisation of markets (Deeds et al., 2000). Particularly within Europe, innovation is considered one of the only remaining tools for companies to maintain growth levels (OECD, 2015) - an aspect of significant importance for companies as it is proven nearly impossible to restart growth once stalled (Christensen and Raynor, 2013).

Ensuring that value is created by new products, awareness of customer...

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