ITG Innovation Blog
The AI Prompt Patterns Consumers Are Already Using
Consumers are not using AI in random ways. They are falling into repeatable prompt patterns that are starting to shape how they shop, plan, solve problems, and move toward action. This article looks at the prompt behaviors taking hold now and what they signal for brands that want to stay useful, visible, and relevant in an AI-shaped consumer journey.
How AI Is Changing Consumer Behavior in Everyday Decision-Making
AI is changing more than how consumers search — it is reshaping how they compare, decide, and judge the brands in front of them. This article explores the emerging behavior shifts behind that change, from conversational discovery to new trust boundaries, and why they matter now for marketing, insights, and innovation teams.
Little Experts, Big Insights: What 30+ years of work with Kids, Tweens and Teens has taught us.
When kids, tweens, or teens are your target audience, the most valuable voice in the room is often the smallest one. ITG has spent 30+ years designing sessions — from focus groups to full ideation — that turn young consumers into real innovation partners. Here's what we've learned.
Behind the Scenes of an ITG Ideation Session
What looks effortless in an ITG ideation session is actually the result of careful design, expert facilitation, and a lot of behind-the-scenes preparation. From recruiting the right Creative Consumers® associates to shaping the session flow, capturing ideas, and writing concepts, every detail is built to help teams move faster, think bigger, and create with confidence.
Inspiring Thinking Across Different Topics and Categories
Every ITG innovation workshop is uniquely designed — shaped by the people in the room, the space they're in, and the activities that get their creative energy flowing. These three variables are how we turn a proven process framework into an experience that feels completely fresh, inspiring, and built for the challenge at hand.
How to Integrate Consumer Insights Into New Product Development
Transform your innovation pipeline by systematically integrating consumer insights into every stage of new product development. Discover how co-creating directly with your target audience empowers your team to build solutions with true speed and substance.
The Aqueduct and the Mind
Artificial intelligence is flooding our workflows with endless ideas, making human cognition—not technology—the real bottleneck to innovation. To turn AI into a true discovery partner, teams must upgrade their judgment to overcome the cognitive biases that derail swift, substantial decision-making.
Great Innovation Takes Work
Innovation shortcuts are tempting, but they run the risk of producing ideas that look just like everyone else’s. The teams generating concepts that actually move brands forward share one thing in common: they do the work. Here are the four ways to truly show up for innovation, and why ITG is designed to make that commitment less daunting and far more rewarding.