CEO Ed Harrington encourages marketers to place consumer work at the center of the product development process - and explains why working with consumers is worth it.

Watch ITG’s Creative Consumers® associates discuss their thoughts on the importance of inclusion and diversity in the innovation process. From the things brands are doing well to represent the black community, to their personal experiences in ITG projects, the insights and thoughtful responses from consumers shed light on the necessary reflections of representation from companies.

What is Conformity Bias? How does Conformity Bias affect innovation? Find out why you shouldn't conform if you want to generate the best ideas.

What is Confabulation Bias? Confabulation can be related to rationalization. How does Confabulation affect innovation? Find out examples and more here.

Once you've got great consumer insights, what do you do with them? See how to make the most out of consumer insights to drive effective innovation and marketing.

What is Confirmation Bias? How does it affect innovation? Find out examples of Confirmation Bias in real life and more.

Using the example of gameshow $100,000 Pyramid, Innovation Process Facilitator Adam Hansen reminds us of the value in digging into the details in order to solve problems and conquer the Curse of Knowledge.

Learn how to use the creativity tool called Assumption Busting to provoke innovative thinking. And next time you're generating ideas, bust those assumptions and your Curse of Knowledge!