Actionable innovation, insight-led: FIRE®
Fresh insight into unmet consumer needs, driving high performance ideas
Our FIRE® framework for consumer-led innovation unlocks fresh insight to create high performance ideas rooted in real needs and motivations.
FIRE® is a third-generation insight model, different to other insight-led offerings in three commercially relevant ways:
- It is an integrated end-to-end framework, which guarantees insights and ideas that answer to the business challenge set at the start
- It is streamlined to deliver consistently high performance results, answering consumers’ unmet needs through technically & commercially sensible product and service concepts
- It uses a golden triangle of leading edge consumer & market immersion techniques to ensure the discovery of fresh perspectives. There’s no one-size-fits-all solution; we select the methodologies that are right for your challenge
Built on years of experience by pioneers of insight-led innovation, our track record proves it’s one of the simplest and most effective ways of delivering high performance innovation results.
The key components of the FIRE® framework:
- Focus: Agree the required innovation impact in market, from incremental through to game changing. Identify gaps in knowledge harvested from across the business. Reframe the business question in the consumers’ world. Align stakeholders behind the vision for success
- Immerse: A fresh look at what might seem obvious. Gathering clues from varied data sources as well as immersion in the consumers’ world, experts on the category fringes and unprompted mass verbatim through our PanSensic® technology
- Reveal: Using creativity to break apart pre-conceptions about consumers, uncovering true insight into their hidden, unmet needs, wants and desires. From small changes in behaviour to emerging new category paradigms
- Exploit: Employing the revealed insights to create commercial opportunities through evolutionary and disruptive new products, services, claims, copy and communications
What sets us apart is our unique ability to keep cross-functional teams aligned behind the business challenge from start to end. It’s how we ensure the insights and ideas always achieve the required disruption whilst remaining commercially viable.