Co-creation, introduced in 2003 by C.K. Prahalad and Venkat Ramaswamy, is “the joint creation of value by the company and the customer.” But it is frequently misunderstood. It is not a suggestion box. It is not crowdsourcing feedback after a product ships. True co-creation is a cooperative process where customers and firms create value through …
Read More90% of new product launches fail due to “Internal Projection” the gap between boardroom excitement and customer reality. The problem? The “Passion is Not Proof” Trap Does this sound familiar? A passionate internal team advocates for a bold new concept, backed by their years of expertise and a handful of core assumptions. But when it …
Read MoreThe Death of Reactive Research Most organizations operate in a state of permanent “Intelligence Lag.” By the time a trend appears in a syndicated report or on a social listening dashboard, the window for first-mover advantage has already closed. Relying on these commoditized snapshots means you are following the market rather than leading it. To …
Read MoreAt some point, every organization faces crucial decisions on launching a new product or service that was a significant investment, entering a new market that may come with a risk, or pivoting to stay in touch with the market reality. In these moments, leadership isn’t looking for a general sense of consumer sentiment. They need …
Read MoreIs the research industry standing at a peculiar crossroads? We possess technology capable of generating synthetic respondents at unprecedented scale, simulating market behaviors with remarkable fidelity, and producing insights at computational speeds that would have seemed fantastical a decade ago. Yet we simultaneously grapple with fundamental questions about authenticity, validation, and trust. Digital twins promise …
Read MoreI’ve been helping companies better understand their customers and make better decisions for longer than I care to admit. More than 20 years of that time was spent leading insights, customer experience, and strategy teams at Fortune 500 insurance companies. Though I didn’t grow up dreaming of someday helping develop new insurance products or designing …
Read MoreWhy Communities? The Value of Communities for Research Market research has evolved dramatically over the last few decades, but there is a constant which still remains. Can you guess what this is? It is the need for high-quality, engaged respondents who happily provide their unique feedback from which we draw actionable insights. While traditional survey …
Read MoreMarket Research Online Communities (MROCs) as they were typically called at the time were a yearly feature in GRIT’s new technology section for over a decade, until they became nearly ubiquitous due to their cost/time efficiencies over ad hoc research. But do those advantages still hold when compared to the potential of AI synthetic data/respondents? …
Read MoreI love that lead-in quote and not simply because I’ve been a vinyl record enthusiast and collector since a guy named Reagan lived in the White House. I also love it because I’m a HI (Human Insight) enthusiast and embracing life’s surface noise is critical in the pursuit of human insight. Given the current state …
Read MoreAn insight community is a valuable research tool that virtually brings together a select group of your customers, prospects, or key stakeholders, allowing you to regularly engage with them and gather valuable feedback and deep insights. With an insight community you can better understand your audience, identify their needs and preferences, and ultimately make more informed decisions to help drive your business forward.
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