Articles on Innovation

Ideas To Unlock Your Creative Potential

Consumers Are the Best Lie Detectors
Consumers Are the Best Lie Detectors
Authentic Claims Help Connect Consumers to Your Product The right claim can bring a product to life. But how do you find the right claim? And once you find it, how do you communicate it in a way ...
What's the Most Effective Way to Create Claims?
What's the Most Effective Way to Create Claims?
How and Why Claims Benefit Your Product Stategy  “So just what IS Claimstorming® services?” That’s a question we hear when we talk about how to get more insightful, compelling and ownable claims.  ...
Creative Consumers® Associates: Ideation Role Models
Creative Consumers® Associates: Ideation Role Models
Experience the Voice of your Consumers Every marketer knows that to have a winning idea—whether it’s a new product, positioning or something else—it needs to be firmly rooted in a spot-on, universal ...
Vulnerability and the Guts of Great Consumer Insights
Vulnerability and the Guts of Great Consumer Insights
Vulnerability in Great Consumer Insights One of the most frustrating definitions of a good insight is “you know it when you see it.”  But I still remember the insight that took my breath away—about ...