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Presented at the Smartees Seminar on Research Communities
InSites Consulting | Rotterdam, 12.06.2012
Improving the
flight experience Understanding & listening to frequent flyers
Senior Research Innovator @ InSites Consulting
Thomas Troch
Senior Research Innovator 2011-current
InSites Consulting
Research Consultant 2010-2011
InSites Consulting
Master in Product Development 2005-2010
Artesis University College of Antwerp
Nice to meet you
@thomastroch
Imagine…
For complex situations
involving multiple
stakeholders, key
customers can help you
to make the difference.
Phase 1
Insightment
Observation leads to insight discovery
Insightment
Ideation & Concept Development
Discussions placing insights in perspective
Idea generation by frequent travellers
Phase 2
Insightment
Ideation & Concept Development
Validation
Phase 3
Quantitative and emotional validation of 4 selected
concepts
Phase 1
Insightment
Observation leads to insight discovery
Connecting the dots
Ideation by Air France and KLM
Insightment
Ideation & Concept Development
Discussions placing insights in perspective
Idea generation by frequent travellers
Phase 2
Understanding customer expectations
WOW
UGH
actual
experience
expected
experience
Insightment
Ideation & Concept Development
Validation
Phase 3
Quantitative and emotional validation of 4 selected
concepts
Concept casino
Concept re-writing
To conclude
Involving consumers connects multiple stakeholders
and demystifies the front end of innovation.
It’s not about delivering slides,
it‘s about making research actionable.
Key customers are an important ‘partner in crime’
in reaching competitive advantage.
Thanks!
@thomastroch
http://be.linkedin.com/in/thomastroch
+32 494 867 081
Contact
