2:20pm - 2:40pm [P&G SHOWCASE] The Double Bind of Market Research & the Journey for Insights Innovation Within P&G
Monday Jun 12
Many of the famous business innovation examples with which we are all familiar suggest changing any industry is quick, easy and happens without mistake first time round. Yet this is not the case, the paradox of success is we need many failures first to achieve it, and also there is a need to reach critical mass of “acceptors” to adopt a new product or a new tool, which requires to be persistent as this often takes years. Market Research especially suffers from a double bind on innovation, reluctance to re-examine existing methods and practices, and conventional analysis/ interpretation. Yet we can succeed in driving insights innovation if we learn to get comfortable with failure and demonstrate persistence to challenging the status quo. Join us for this session in which Sion Agami [P&G] and Nathan Waechter [from System1 Research, formerly BrainJuicer] share the story of P&G and System1 Research came together to overcome expectations of success [and failure] to drive concept testing innovation within P&G.