Understanding needs
Innovation does not start with ideas but with understanding the people they are meant for. When you look early at usage, barriers, and unmet needs, you uncover opportunities that might otherwise be overlooked. The perspective of the target audience reveals which ideas are truly relevant, where products can evolve, and which needs remain unaddressed. Those who skip this phase risk developing ideas that may be creative but not viable. Those who approach it deliberately ensure that every concept is tailored to the target audience from the very beginning.
Methods
Comprehensive understanding of market, category and people
Qualitative one-on-one interviews for an in-depth understanding of the target audience
Quantitative usage and attitude studies
„The most exciting innovations often emerge from very simple observations. When you look closely, you quickly see where opportunities and barriers lie.“
Dr. Anne Katrin Lensch
