Future Thinking Research : iHUT and the increasingly important role of behavioural economics within innovation, NPD and brand research

Identifying unmet consumer needs or a gap in the market and creating the perfect product may be what we all aspire to, but the reality is usually a little less perfect.

Innovation can come from the need to use existing capabilities or utilising new technologies. Marketers however, have the potentially time consuming and costly challenge of “reverse engineering” the proposition; by retrospectively developing a game changing product that will capture the hearts and minds of the target audience.