Agile Innovation uses modern techniques from the tech sector to ensure consumers are at the heart of every decision as a product is developed, rather than ignored right up until the product is being sold in shops.
Consumers are too frequently never directly asked about whether a new product is something they want.
Even if they are asked, they are asked using techniques that haven’t changed in decades and are not contemporary with behavioural science.
And they are never asked if they would buy it as decisions about the product are made during development, as pragmatic choices are made when a product or brand is developed.
Agile Innovation seeks to ensure the consumers’ voice is heard through the innovation process, and decisions that are made during development are made on the basis of the impact upon consumers.
The effect of having a consumer centric process such as Agile Innovation is that the decisions are less drawn out, as debate about consumers’ behaviour is more data driven than opinion driven. Real pace can be injected into the Innovation process.
Not only that, but the innovation developed will be better as consumers are engaged throughout the process, ensuring that any features, aethetics, and claims are motivating, and those that are not motivating will be discarded, making it more efficient too.