Hacking Hacks: How users are leading innovation

This thought piece explores 'hacks' and how consumers can help develop new product innovations.

The author(s)

  • Duncan Fergusson Market Strategy & Understanding, UK
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This thought piece explores how consumers at the leading edge of categories often develop solutions to meet their needs and how we can use AI-driven techniques to find true innovation.

Ever changing markets and category disruptors make conventional lead-user techniques difficult (not to mention time and resource intensive); therefore, Ipsos partnered with the MIT Innovation Lab to pilot a revolutionary online approach. We sought to understand if the internet AI could be used to help brands identify tomorrow's disruptive ideas before their competitors and new startups.

The author(s)

  • Duncan Fergusson Market Strategy & Understanding, UK

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