Driving Innovation through Consumer Insights

At The Future of Consumer Intelligence
2013, IIR’s Marc Dresner sat down with Katy Mogal, Innovation Lead of Human-Centered
Innovation at Logitech to discuss consumer insights as an agent for cultural innovation
change.
In a lot of tech companies there has traditionally been an
engineering-driven culture because if you could get to market faster with a technological
innovation, then that is how you could win. Today, technology innovation is
almost a commodity because as soon as you put something into the marketplace,
somebody else can replicate it very quickly or improve it.
‘Technology innovation by itself isn’t giving us the competitive
advantage we need to grow,’ she explained. ‘I think the way we are really going
to win is by understanding the consumer need and marrying that to the
technological innovation.
This requires Logitech to reorient the entire culture around
the need of the consumer, which is the company’s biggest task today. According
to Mogal, accomplishing this task is about understanding organizational culture
and how organizations learn.
Mogal has been working on finding out the learning styles of
Logitech – how to people take in information, what gives information credibility,
what captures people’s attention. ‘ and developing the company’s deliverables
around those findings.  In addition,
Mogal and her team are trying to bring people in earlier in the process by
exposing them to raw data and let more people observe in real time.

Check out the full
interview below
:

This year, The Future of
Consumer Intelligence 2014 
explores the emerging role of decision
science and the convergence of knowledge points – insights, foresights, social
science, marketing science and intelligence with technology as a central
driving force and profound connector.
Right now, it’s about connecting ideas to data to culture to
the future of your business and this, is the real data revolution. This year
represents the year of the multi-dimensional marketplace, and just as the
market researcher’s role evolves, so does our third annual event. FOCI is a
gathering of the “consumer culture” collective exploring common
ground across roles and industries for translating behavioral information into
business opportunity.  We hope to see you there!
Join us at FOCI 2014
in May. To register, click here:  http://bit.ly/LI0Dvb

About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business
Analysts
. She previously worked at Technology Marketing Corporation as a
Web Editor where she covered breaking news and feature stories in the
technology industry. She can be reached at aciccatelli@iirusa.com. Follow
her at @AmandaCicc.