Radical innovation requires both proof and intuition: the data to be informed, and intuition, to inspire us, imagining and creating new and better opportunities. Research can be a very positive factor in innovative ways, says the author (from the leading design firm IDEO), but to get the value out of this, we must be prepared to complement, challenge and develop many of the approaches and methods that have traditionally dominated. It shows that the design of the study requires commitment from innovators to reach new levels of understanding about what is important to the people they want to connect with. Three types of study design defined - generative, estimates and forecast - as well as how they can lead to innovation.
This article Rotman Magazine. "Hide
by Jane Fulton Suri Source: Rotman School of Management, 5 pages. Publication Date: January 1, 2008. Prod. #: ROT059-PDF-ENG
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