Establishing a clear innovation process

For innovation to pay-off, it has to create value for the customer, yet by their very nature, most innovation and other company processes are too inwardly-focused. Value creation requires a solid understanding of the customer, establishing real customer insights. To reach these, you will have to make the transition from thinking in terms of “market research” to thinking about “marketing intelligence” and “consumer insights”. You will need to understand the techniques and processes for capturing these insights; and involve suppliers, channels and consumers in the process.
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