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Consumer Insights. Market Innovation.

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I attended IIeX (Insight Innovation Exchange) in June 2013 where the message was all about dramatic change coming and coming fast. A sort of “innovate or die” message. I expected CASRO’s annual conference to take almost the opposite view. After the first day I am pleased to say that while the view from CASRO is more measured, there is little doubt that change is coming.

From the opening remarks the focus has been on change. Not how to avoid it, but how to embrace it. IIeX presented the opportunity to see how new methods are being used and lots of sessions on new products and services that offer both opportunity and threat to the status quo. CASRO is less specific and focuses more about how to think differently, how to recognize opportunities and how to innovate to stay relevant. In the end, however, the message is clear…you must innovate.

This should come as no surprise to researchers. Whether you do product development as we do, or virtually any kind of research, we advise our clients on how to change to meet the demands of the market. Why then should we expect to be any different in our own business?

So, while I expected the two conferences to present distinctly different views, I am pleased to say they are presenting complementary views.   I walked away from IIeX with lots of ideas on how to apply some great new tools. Thus far I have grown in confidence that I’m on the right track and I have new ways to look at the innovation process. It has already helped me refine my thinking and caused me to want to accelerate change in my company.

We’ll see what the next two days of CASRO hold in store. Ideally I will be glad to have been at both IIeX and CASRO and have a hard time saying which one was the most valuable. One thing I can say, however, is this: while my friend Lenny Murphy has done an outstanding job leading the call for change in this industry, CASRO still outshines IIeX when it comes to food and drink.  

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