Innovation is too often merely a rearrangement of an existing offer. Designers/design tools have a proven ability to advance solutions from mystery, exploration and experimentation. However their tools are largely insulated within the design community. Design thinking has become blurred, losing any meaning it originally had. The annual ESOMAR Congress taking place in Amsterdam from September 18th to 21st will put the spotlight on the impact innovation has on the market research industry. Ben Wood, Mark Whiting and David Stocks from Added Value will take part at this Congress as speakers on September 20th. Their presentation will focus on how design thinking can enrich marketing and business innovation, demonstrating how marketing organisations can innovate better by enriching traditional expertise with tools from the world of design. They will present its current use and propose a meaningful role for “design thinking” in innovation:
• by focusing on individuals, moments and journeys in ethnography, insights become deeper,
• by embracing chaos and play, in brainstorms, creative teams explore beyond the stated problem,
• by iterating and early prototyping, ideas become real and develop more rapidly.
Design thinking has the capacity to deliver better ideas, realised earlier, with the relevance to redefine their categories.
About the speakers
Ben Wood is the Director responsible for the Added Value Group’s Innovation R&D and leads global innovation/NPD projects across a range of categories including fashion, fmcg, beer & spirits and luxury. Ben is also instrumental in developing AV’s digital offer AV-id™.
Mark Whiting runs an ESOMAR workshop on “Measuring Emotions” and is a frequent conference speaker. He is an expert in luxury and brand strategy development, innovation and creativity based on cultural insights. He headed the Global Research team at Moët Hennessy (LVMH) before joining Added Value in 2010 as a Director.
David Stocks works on brand development and innovation strategy at Added Value. Previously in Industrial Design, David worked in-house and freelance, designing products from toys to medical equipment, housewares, TVs and even baby bottles.
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