Three brands across a broad spectrum of industries have used research to create new ideas and reframe familiar problems. At the core of each is speed, leadership, and adaptation; together they speak to a number of lessons about consumer insight, brought to light at the MRS Impact conference (London, March 2018).
Move fast
Samsung, the South Korean electronics company, needed to work out how to grow the TV category and therefore its own headroom. At the outset, the company, famous for its advanced screen technology, believed that the way to do this would revolve around its hardware capability. At the...