Fuzzy front end
Some people call it the fuzzy front end of innovation. An insight-driven and foresight-inspired search for new opportunities and ideas that can be applied to business strategies and models, products, services and experiences. It is both a creative and an analytical process to better identify consumer needs, collect insights, explore white spots and create possibilities.
It’s a fuzzy process: Why should you start a trend driven innovation project? How can you organise it? And what are the results that you are aiming at? Any Futuring project or process requires well-thought through preparation and investigation in the beginning. A clear assignment will have to be formulated to organise the process from start to finish.
Trend driven innovation as a road trip to innovation requires guidelines based on best practices and past experiences. The Wheel of W shows the six questions that need to be answered during the six phases of Futuring. They will structure the process and will give directives for the outcomes and deliverables.
• why do we need to innovate?
• what is the goal of our efforts?
• what kind of innovation, big or small, are we focusing on?
• who do we consider to be the target group?
• who will be involved in the process and what do we expect from them?
• which companies or organisations could become our partners in innovation?
• how will the project or process be executed?
• what methods or instruments will be used?
• how will the outcomes be aligned with business strategies and targets?
• what should be the outcomes of the project or process?
• what kind of results in terms of value do we expect?
• how can we measure those results?
• what is the scope of the process in terms of timing?
• what is the planning of the project or process?
• when will the outcomes be implemented and how can we organise that?
• where will the results be introduced?
• which markets are we aiming at in which continents or countries?
• which distribution channels, online or offline, can be used?
A more holistic approach to the process of researching and translating trends based on Futuring®.
The Futuring Model consists of six areas:
Evaluations, recommendations and preparations
Market trends, consumer trends, social trends
Past, present and future identity of the brand, company or organisation
Market insights, consumer insights, social insights
Concepts, strategies, scenarios
Business plan, marketing plan, design plan etc.
Applying the Futuring Model will result in trend driven innovation on a continuous base for your brand, company or organization. More information? Contact Hilde Roothart at Trendslator.