Innovation Illuminator is actually one of the solutions that gave me goosebumps when I first talked with GutCheck about career possibilities. It is essentially deep, emotional qualitative insights brought to quantitative scale, enabled by machine intelligence. It eliminates any former tradeoff between agility and depth of strategic exploratory when looking at categories, benefit spaces, or other opportunity areas early in the innovation research process.
Nothing is better at identifying unmet needs and pain points for innovation like in-context exploratory qualitative research. But the days of spending 3 months traipsing in and out of consumers’ homes is a thing of the past. Now that consumers spend more and more of their lives online, online exploratory qualitative research is the new in-context or in-situ research. Native, unstructured qualitative data can be tapped for emotions and frustrations associated with different opportunity spaces in ¼ the time and for ¼ the cost of traditional in-person qual… so companies can spend that time and money developing solutions that truly delight consumers and drive sustained growth. This is what makes me so excited about Innovation Illuminator.