Human Centered Change
Our Approach
With 20+ years of experience we believe that a strong purpose is what makes innovation fly.
Therefor we focus on the WHY in every aspect of your innovation:
Why is your company doing this innovation?
Consumers seek brands with purpose, mission, and legacy — it’s what builds emotional connection and trust. A clear brand narrative also strengthens your product’s credibility and reason to believe
Why do people need your innovation?
The closer your value proposition is to a real need, the stronger its pull. But we also ask: why should consumers see and understand your message amid the noise of every day life.
Why the world needs your innovation?
'Green' is the new 'black'. We are here to help you make your path to green easier and redefine your value proposition to relevant sustainable choice.
Our clients voices
EMMA RUGG LEAD PRODUCT RESEARCHER, BRIGHTEOur leadership team was very happy to see how much detailed insight and smart recommendations the Innovation Why team delivered, during the time we worked together. My whole team has been really impressed and now we can see that the leadership team is also taking the research seriously.
Our Services
Market Entry Assessment
We identify exactly where your value proposition excels-pinpointing the most promising markets and segments for your business. Our mix of data reveals critical entry barriers, essential success factors, and unique differentiators, empowering you to craft targeted messaging for each audience.
You gain actionable insights to accelerate market entry, sharpen your competitive edge, and maximize ROI in complex European landscapes.
Consumer Profiling
We identify and segment target audiences using behavioral, demographic, and psychographic data for precise marketing and product development.
Market Sizing & Opportunity Assessment
We quantify market potential, evaluate emerging trends, and uncover growth opportunities to guide your investment decisions strategical and tactical.
Moderation of Groups & Interviews
We work only with the best moderators, recruiters and simultaneous translators and in state of the art facilities to ensure high quality insights and a smooth fieldwork experience.
Customer Journey Mapping
We analyze end-to-end customer experiences to identify pain points and moments of truth that drive loyalty and advocacy.
Our proven, multi-method approach combines in-depth interviews, focus groups, quantitative surveys, online diaries, ethnographic research, sentiment analysis, and in-home interviews.
Our output-formats go beyond reports and presentations, we design interactive poster, personas and journey maps in tools like MIRO and tailormade workshops to empower your stakeholders to make aligned strategic decisions.
Method Excellence
Our award-winning moderators and our constant collaboration with our global network of partners ensure country-specific insights and cutting-edge research through continuous exchange and innovation.
Iterative development of new value propositions in new markets
Challenge
Australia’s leading financier of solar and energy efficient home systems needed to discover the best opportunity for creating value in new markets and with new value propositions.
Approach
Iterative co-development of alternative value propositions across 4 markets and 2 segments informed by online surveys, in-home- interviews and prototype testing, combined with market and competitor analysis.
Impact
A detailed and tested value proposition, validated by a mock-up brand page and social media campaign of a competitive product, tested directly within 4 markets, gave an indication of the marketing costs for each market whilst short videos gave an impression of what it means to be a home-owner across different markets.
Immersion in German culture and users
Challenge
Two interdisciplinary Pinterest teams were facing user-focused challenges and needed to answer them from the perspective of German users.
Approach
A 5 day sprint through Berlin, with on-the-go sensemaking. Parallel immersion in the lives and culture of German users, combining trend analysis and in-depth interviews with hands-on preparation of German classic dishes.
Impact
Our hybrid sensemaking process allowed us to contextualise freshly-collected users’ insights to gain an authentic cultural perspective. Combining this with on-the-go ideation helped the interdisciplinary teams align on spot.
Tier – Urban Mobility Changemaker
Challenge
The pioneering European supplier in electro-mobility needed to reach new customers and enable efficient knowledge sharing to support its rapid growth.
Approach
Bringing different segments and their mobility journeys to life through ethnography: interviews and video journaling combined with on-the-move surveys.
Impact
Actionable personas with videos, journeys, and insights about their mobility needs helped the design and the marketing team efficiently turnaround new product features and marketing activities to reach new target groups.
Our people
We are a team of experienced researchers, strategists and design thinkers working hand in hand and on an equal footing. Together we have a spotless expertise across categories and markets.
We are a professionals only network.
No overheads, just passion.
Anna
Demiyanova
Consumer Insights Expert, Innovation Stragegist
- culturaltranslation
- passionforbrands
- opportunityspaces
- creativetools
Johannes
Hilf
Service Design Expert, Strategic Designer
- disruptiveinnovation
- designthinking
- research&design
- problemsolving
Colin
Niederdellmann
Transformation Consultant
- transformation
- changemanagement
Bettine
Marissen
Moderator, Simulation Games Expert
- globalmoderation
- genZ
- educationculture
- roleplaymethods
Nuna
Taras
Project Manager
- spotlessorganization
- efficientcommunication
Anna Hammer
Sharifi
Cultural Insights Specialist
- multiculturalperspective
- socialintegration
- projectlead
Anastasia
Gramatchikova
Design Thinking Expert, Moerator, Coach
- faciliationguru
- moderationvirtuoso
- concepthero
Corinna
Kirsch
Leadership Coach, Mindset Innovation Expert
- changemanagement
- innovationcompliance
Ellie
Leopold
Design Thinker, Project Manager
- peoplecentred
- qualitativeresearch
- designforimpact