Small “i” Insights or Large “I” Insights Yield Different Innovation
Gregg Fraley
FEBRUARY 17, 2017
Disruptive Innovation Requires Reframing of Consumer Words and Need States. Working with Fortune 1000 companies I’ve found cultures rich in respect for qualitative research. The trap is thinking that consumer words, aka insights, are great launching pads or problem frames for ideation. Qualitative has its purpose!
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