COMING SOON - Publication date TBC
Over 90% of ‘insight-lead’ marketing innovation projects end in failure. We've spent the last decade trying to uncover the reasons why. 4 million data-points later, we know that one of the biggest contributors to success is the ability to tap in to the unspoken needs of consumers and customers across the value ecosystem. Our unspoken needs originate and grow from the way we’re raised by our parents, from our teachers, our peers, our icons and heroes and the ‘inevitable surprises’ that shape our society. Our research into the underpinning ‘DNA’ of customer behaviour has revealed some remarkably repeatable patterns. Patterns that allow organisations to massively increase their innovation hit rate. Having now validated the research and helped generate several hundred million pounds of innovation success for our clients, we’re able to offer a book-length description of the generational patterns uncovered by the research and now transformed into a repeatable science of the intangible behaviours that drive what really makes people buy.