Articles on Innovation

Our thoughts on innovation, creativity and the Voice of the Customer.

Greg Cobb

Greg Cobb is a Creative Process Designer and Facilitator as well as the creator of Ideas To Go’s Inspire® visual survey platform. Greg has a BA in Sociology from the University of Pennsylvania.  Prior to joining Ideas To Go in 2011, Greg led the US consumer division at a leading global market research firm.  Facilitating innovation sessions and moderating consumer interviews and groups since 2007, Greg has worked extensively in most consumer categories as well as pharma, B2B, and automotive.

The Gravity of Consumer Immersion
The Gravity of Consumer Immersion
Stretch Thinking Beyond This Planet Astronomers and physicists have come to understand that comets zip around our solar system following orbits—orbits that are shaped by the gravitational fields of ...
Which Research is Better for Exploring Opportunities—Breadth or Depth?
Which Research is Better for Exploring Opportunities—Breadth or Depth?
One of the greatest challenges in building out an innovation pipeline is figuring out where a brand can go next. This type of opportunity space exploration is really important to get right, right off ...
Focus Groups: Creativity Killers
Focus Groups: Creativity Killers
Nine people sit around a table in a well-lit room. One, at the front, has a pile of papers and seems to be in control. In the back room, clients are expecting a lively conversation about their very ...
Isaac Asimov Asks, “How Do People Get New Ideas?”
Isaac Asimov Asks, “How Do People Get New Ideas?”
I recently came across an article on the MIT Technology Review titled "Isaac Asimov Asks, "How Do People Get New Ideas?" I was excited to read that in 1959, Asimov described to a T the process we use ...
Noise, focus, speed, subject: photography as a metaphor for a picture perfect project
Noise, focus, speed, subject: photography as a metaphor for a picture perfect project
July, 2014 Newsletter Oceans. Gardens. Ingredients for a mouthwatering dish. Innovation practitioners love developing metaphors to represent the complexities of our field and offerings. But ...
Don't Skip The Kick-Off, or, Synchronized Swimming, Not 100 Meter Freestyle
Don't Skip The Kick-Off, or, Synchronized Swimming, Not 100 Meter Freestyle
The Importance of the Kick-Off I often find that the most undervalued portion of most projects is the kick-off, that time allotted at the very beginning of a project to get the facilitators and ...