--- title: "Resource Download: Innovation - Harnessing the Consumer Perspective" description: "Situations team PLAY frequently see, where early-stage innovation research should be used... and the result when it isn't\n> Why the consumer should be involved in early-stage innovation\n> Key scenarios where early-stage research is beneficial and exactly how to use it" --- [![PlayInnovation Logo](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background-3.svg "PlayInnovation Logo")](https://www.playinnovation.com.au/) [![PlayInnovation Logo](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background-3.svg "PlayInnovation Logo")](https://www.playinnovation.com.au/) - [HOW WE WORK](https://www.playinnovation.com.au/how-we-work) - [Insights](https://www.playinnovation.com.au/insights) - [**Explore**Dig deep into unmet needs and prepare opportunity springboards](https://www.playinnovation.com.au/insights/explore) - [**Develop**Generate ideas and begin your concept development](https://www.playinnovation.com.au/insights/develop) - [**Prove**Test out your product and pack, and refine it ahead of launch](https://www.playinnovation.com.au/insights/prove) - [**Monitor**Understand your performance by evaluating in-market results](https://www.playinnovation.com.au/insights/monitor) - [INNOVATION](https://www.playinnovation.com.au/innovation) - [**Innovate Innovation**Refresh and retune your innovation process from beginning to end](https://www.playinnovation.com.au/innovation/innovate-innovation) - [**Fuelling the Pipeline**Get a focused pipeline of opportunities to deliver real growth](https://www.playinnovation.com.au/innovation/fuelling-the-pipeline) - [**Consumer-led Product Development**Agile check-ins with consumers earlier and more often](https://www.playinnovation.com.au/innovation/consumer-led-product-development) - [**Post-launch Radar**Figure out what worked (and why), so you can pivot and optimise](https://www.playinnovation.com.au/innovation/post-launch-radar) - Your Resources - [**Knowledge Hub**Access thought-provoking research on market trends and new product development](https://www.playinnovation.com.au/the-knowledge-hub) - [**Blog**For the latest news and updates on consumer insights and product innovation in FMCG](https://www.playinnovation.com.au/blog) - [**Case Studies**Results that prove we’ve got it. See how we helped FMCG brands innovate better](https://www.playinnovation.com.au/case-studies) - [WHO WE ARE](https://www.playinnovation.com.au/who-we-are) SEARCH [Get In Touch](https://www.playinnovation.com.au/contact) Enquire Today ![](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Blog%20Page/close-button.png) ![Rubber_Stamp](https://www.playinnovation.com.au/hs-fs/hubfs/Assets%202017/Rubber_Stamp_MockUp_2-0.png?width=2400&name=Rubber_Stamp_MockUp_2-0.png "Rubber_Stamp") ![Innovation Guide.jpg](https://www.playinnovation.com.au/hs-fs/hubfs/Assets%202017/Resources/Innovation%20Guide.jpg?width=988&name=Innovation%20Guide.jpg "Innovation Guide.jpg") #### **innovation: harnessing the consumer perspective**   ###### All too often, brands dive into developing ideas without getting the consumer perspective early on in the process. ###### Why risk plunging precious resources into an idea that is likely to end up performing poorly in late-stage tests, or even failing at launch? ###### **In this quick guide PLAY's innovation specialist, Katherine Savage, shares: ** ###### > Situations team PLAY frequently see, where early-stage innovation research should be used... and the result when it isn't > Why the consumer should be involved in early-stage innovation ###### > Key scenarios where early-stage research is beneficial and *exactly how to use it* ### Download The Guide Free Today! ## we've tested it with the best - ![](https://www.playinnovation.com.au/hubfs/Assets%202017/Comp%20Logo/Group%2026.jpg) - ![](https://www.playinnovation.com.au/hubfs/Assets%202017/Comp%20Logo/Group%2011.jpg) - ![](https://www.playinnovation.com.au/hubfs/Assets%202017/Comp%20Logo/Group%2014.jpg) - ![](https://www.playinnovation.com.au/hubfs/Assets%202017/Comp%20Logo/Group%208.jpg) - ![](https://www.playinnovation.com.au/hubfs/Assets%202017/Comp%20Logo/Group%2015.jpg) - ![](https://www.playinnovation.com.au/hubfs/Assets%202017/frucor.png) ![Nestle](https://www.playinnovation.com.au/hubfs/Nestle.png) PLAY is my go-to market research agency because of their can-do attitude, their willingness to try something new, their continual strive for the best technology and products as well as their sharp, concise, insightful reporting. 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