Hacking Hacks: How users are leading innovation

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.