‘That is great, we have a range of excellent propositions we can investigate further,’ said a satisfied client after we had completed an innovation project that involved creating insights and propositions for a new product range. The propositions went into the investigation stage, through a number of qualitative focus groups and online testing, and some of them were improved. Others were put to one side, as, for one reason or another, they were not going to work. Then everything went quiet, very quiet. We found out, months later, that, while the business case was thorough and the organisation was able to deliver on creating the propositions, ...
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