Identify the opportunity
It all starts with an idea. And idea to make something new or making an existing product better. But, how do you take it to the next step? How do you know an idea is an opportunity that’s met its time?
Broaden Your Horizons
You never know where innovation is going to come from. Sometimes it is sexy and bold and exciting. Most of the time, though, it comes from a slight shift in view that turns something commonplace just a little on its edge. Innovation is less often a “Eureka!” moment, and more often begins with a perplexing, “Hmm…That’s not what I expected.” So, cast your net widely. Be open to new and surprising ideas and findings. There will be plenty of time for editing and analysis later.Empirical helps its clients take a step back from their deep‐seated, ingrained views surrounding their products or services to help create the shifts in thinking necessary to identify new, meaningful design ideas. We help identify breakthrough improvements through efforts such as field research, contextual interviews, ideation and brainstorming.
Expand Your Definition of “Customer”
Empirical helps its clients identify all of the potential “customers” of their product or service. This often means expanding the definition to include all stakeholders who may have influence over or be impacted by the design of the product. It could include business partners, manufacturers, regulatory agencies, sales channel, or employees to name a few. We have found that often our clients have two to three different user “groups” – each with competing needs that must be taken into account and balanced effectively. On more than one occasion the customer and the user of a product have been two different people entirely, with different needs, motivations, goals and underlying values. Empirical understands how to help our customers navigate these waters and keep innovation and meaningful design at the forefront throughout.Transcend Traditional Market Segmentation
Empirical works closely with our clients to help them evaluate opportunity beyond traditional market segmentation and user research. We have found that it is essential to shift away from segmentation based solely on gender, age and socio‐economic status. Instead, we use a process that understands your potential customers based on their values and other lifestyle factors that uncover what truly resonates with today’s users.Possible Activities during this Stage:
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