P&G spends for more time living with people in there homes, shopping with them in stores, and being part of their lives . This total immersion leads to richer consumer insights, which helps identify innovation opportunities that are often missed by traditional research.
I prefer directed observation: search out the workarounds, hacks, and clever improvisations of everyday life. That’s where the answers lie: someone else has already encountered the need, someone else has already hinted at a solution.
“ „ “ Workarounds and Hacks – The Leading Edge of Innovation,” interactions (Aug 2008)
One thing I find helpful is sometimes when matters cross boundaries, you can have three books open on your desk at the same time and refer to all of them at once. I don’t know whether that would be possible if you were looking online. “ „