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