In early-stage NPD research, uncovering both rational and emotional needs are vital. to accurately size the unmet need or opportunity for innovations.
While traditional qual techniques can be used to uncover emotions, the results can’t easily be scaled. Alternatively, with quant techniques, we rely too heavily on ‘what’ people tell us and we often see an overstated interest in innovations.
To tackle this challenge, we recently teamed up with Johnson & Johnson to test our innovation in hybrid approach for early-stage NPD research. By using a voice analytics tool, we can analyze ‘how’ people communicate their needs, attitudes and interest, to better uncover implicit emotions for more effective innovation strategies.
Presented by Judith Suttrup, SKIM Senior Manager, in this webinar you’ll learn: