Transcript
Demand spaces reveal how much demand exists in the category, the needs behind it, and the context in which it arises. They also show how well those needs are currently served and where competitors are active. In an innovation context, demand spaces highlight underserved consumers, unmet needs and tensions that people are looking to resolve. As a starting point for innovation, this is gold. But innovation also needs focus. The first step is to choose the demand spaces you want to target. By nature, each demand space will be broad. For example, there are countless ways to innovate in the demand space like on the-go pick me up. Is it going to be a drink, a snack, a pill, or something else? So, we need to deep dive into them. What are the tensions at play? Where are consumers dissatisfied? What are the emerging themes? What are the potential roots in for unlocking this demand space? For example, going back to our on the-go pick me up space, this could be unlocked with an all natural high energy or perhaps an indulgent solution. Once you have identified the key themes, you can create innovation springboards with clear inspiring prompts and examples that direct ideation and guide development. This approach will help you build a pipeline rooted in real-world tensions and demand which means your innovation is more relevant, more targeted and more likely to win.
