The Fringe Effect: Where Tomorrow's Growth Starts

What if your next big innovation opportunity isn't with the average consumer, but with the few who are already living in the future?

To help Havells stay ahead of a fast-changing market, Ipsos looked beyond mainstream consumer needs and focused on emerging behaviours, niche communities, and category pioneers to uncover the earliest signals of future demand.

What made this approach different?

• Started at the fringes, not the mainstream, to identify behaviours before they became trends. 
• Combined AI-powered signal detection, digital intelligence, and immersive consumer research to separate meaningful opportunities from market noise. 
• Focused not just on what people were doing, but why they were doing it, uncovering deeper human needs and motivations. 
• Brought together stakeholders across functions to turn insights into real innovation opportunities and action plans. 

The Impact

✔ Identified over 300 emerging trends and unmet needs. 

✔ Generated approximately 150 innovation opportunities across key business categories. 

✔ Helped create a future-focused innovation roadmap, with high-potential opportunities taken forward for development. 

Why This Matters

In today's fragmented world, breakthrough growth rarely comes from following the crowd. The strongest signals of future demand often emerge first among consumers who seem unconventional, experimental, or ahead of their time. 

Discover how Ipsos helped Havells move beyond incremental innovation, spot emerging opportunities early, and build a stronger pipeline for future growth.