How to put yourself into the shoes of your consumers and translate their problems and aspirations into an innovative idea that they love to engage with.

The inclusive innovation process is not for the faint-hearted. It can be messy, complicated and frustrating. It can also be impactful, inspiring and rewarding. The difference between the two often lies in whether or not the innovation aligns with the aspirations and needs of the target group. The world of inclusive innovation is full of stories of failed innovations. What many of those failed innovations have in common is that they did not create a good product-market fit. Despite their good intentions, innovators sometimes neglect to properly understand the lives and environment of their consumers and create a solution that is not attractive to these consumers. In other words, their idea failed to fulfil the ‘Desirability’ check for inclusive innovation.

In this module, we will explore why it is critical to take time to understand your consumers and discover what they really want. There is a whole spectrum of consumer research methodologies to choose from, ranging from interviews to smart sensors, and from observations to self-documentation. We will provide a step-by-step process for how to gather consumer insights and how to use these to create a value proposition for your consumers. This value proposition becomes the foundation for the new product or service you develop.

After going through this module you will understand why:

• A desk is a dangerous place from which to view the world. Go out and talk to your consumers, keeping an open mind and letting go of preconceived ideas.

• What people want and what they say they want are not always the same thing; your job is to figure out the difference. Go beyond ordinary surveys or interviews and use new methods to gather consumer insights.

• There should be a perfect match between your consumer insights and the value you bring. A mismatch leads to a failed innovation.

• While your consumer is always right, he or she is not the king. Desirability is only one of the checks. For your innovation to be viable and feasible as well, you will need to differentiate between non-negotiables and nice-to-haves.