The “USER” innovation process is a user-centric approach used by iSWAT team to identify and create innovation opportunities!
4 phases USER process involves Uncovering innovation opportunities through research, Synthesising solutions with a multidisciplinary team, Energising customers through strategic marketing, and Retaining, reinforcing, and reactivating customers through continual engagement and improvement.
This post shows an overview of the Uncover tools and techniques which to be elaborate more in future blog and proprietary contents.
UNCOVER – overview
- Uncover is about identifying innovation opportunities through macro trends, business models, and user behaviours.
- It emphasis on understanding the differences between users, shoppers, and influencers.
- Various tools and techniques for uncovering consumer insights are provided, including observation, cultural understanding, and empathy.
- The session introduces the concept of interdisciplinary innovation process to uncover hidden unmet needs, and highlights the importance of understanding customers’ unmet needs better than competition.
- Various research tools and methodologies are discussed, including traditional techniques and the use of AI tools.
- The session underscores the importance of integrating Macro and Micro economic, social, cultural, and technological trends.
- The roles of different types of research are explored with examples of Pros & Cons,
- It also explains in details the proprietary NATURE techniques to uncover True but not Obvious insights
- Lastly, the Uncover also discuss go-to-market strategic planning and uncover potential opportunities in sales channels, as well as strategic partnerships.
Journey of uncovering Innovation Opportunities
The first phase, “Uncover,” is comparable to embarking on a thrilling expedition. Imagine you’re an explorer, eager to discover new lands. Before setting sail, you would thoroughly study the landscape, climate, local flora and fauna, and any potential risks.
In a similar vein, businesses need to conduct comprehensive research, including macro landscape research, competitive analysis, and product portfolio analysis.
This stage is about understanding the broader context in which your business operates, much like an explorer studying an intricate map of uncharted territories, deciphering symbols, and understanding terrain to navigate the journey ahead.
The Roles of User, Shopper, and Influencer
Understanding the difference between users, shoppers, and influencers is akin to distinguishing between various roles in a theatrical play.
Picture a grand stage with a captivating performance unfolding. The user can be seen as the actor, who directly interacts with the product, akin to the actor’s interaction with the stage and their role.
The shopper assumes the role of the director, making critical decisions, including the purchase decision.
The influencer, meanwhile, is the critic whose insightful reviews and opinions can sway the audience’s perception of the play.
Each role is distinct yet interconnected, influencing the overall narrative in unique ways.
Unearthing Insights Through Empathetic Research
The process of uncovering consumer insights can be likened to the patient and meticulous work of an archaeologist.
An archaeologist doesn’t just excavate artefacts; they study these historical remnants, interpreting them to gain insights into the culture, values, and lifestyle of past civilisations.
Similarly, empathetic research in a business context isn’t merely about gathering raw data. It’s about delving deep into the narratives that this data tells us, understanding the values, challenges, and aspirations of consumers.
It’s about discovering the human story behind the numbers, just as an archaeologist uncovers the human history behind artefacts.
Our proprietary NATURE principles will elaborate how to uncover true insights better than your competitiors.
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