This presentation shows the importance of Consumer Insights for Innovation: consumer insights are an invaluable source of inspiration for your innovation programme. It then reveals a selection of powerful approaches, next to traditional market research, which allow going a step further in generating consumer insights that can lead to successful innovations:

• Ethnographic Research/Observations
• Reconnect/Direct consumer contacts
• Digital anthropology/Generation C/Trends

These alternative methods are illustrated and the presentation ends with the 10 “golden rules” for Consumer Insights and Innovation.