Even people who are brand new to innovation understand that innovation isn’t all about creative ideas, nor is it just about change. Innovation is about creating and capturing value in new ways; but to create value, you need to understand the dimensions of value which are important to focus on. And to identify these accurately, you need to engage in exploratory research.
Unlike traditional market research, exploratory research involves ‘drilling down’ to get to the core of the value dimensions. It involves a combination of root cause analysis and jobs-to-be-done research which moves well beyond typical focus group or survey output. Importantly, high quality exploratory research also controls for organisational and individual psychological biases.
In conjunction with RMIT University, we have developed our own research team of highly skilled exploratory researchers. Where appropriate, we also utilise the RMIT Behavioural Business Lab.