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The Fast Innovation practice of George Group Consulting has introduced Strategic Research Architecture (SRA), a new tool for companies looking to boost the success rate of their product-innovation programs. The goal, said George Group, is to bridge the gap between the research agendas of consumer research and corporate strategy. SRA can generate market insights with strategic implications, leading to faster and more differentiated innovations, the company claimed. George Group senior vice president Dan Chow said the historical disconnect between consumer research and corporate strategy has been "the enemy of innovation, as organizations find themselves struggling against commoditization and facing a lack of meaningful differentiation within their product portfolios." SRA, he said, provides a framework whereby corporate research activities can better support strategic innovation and improve the success rate of new-product introductions.
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