Leveraging consumer dilemmas

Consumer dilemmas as a creative driver for innovation.

This article outlines a consumer research approach that is innovation-oriented and leads to deeper and more meaningful results. Traditional research methods, like questionnaires and focus groups, often maintain the fallacy that it is possible to ask consumers directly what they want, which they already find difficult, but especially so when it concerns products and services that do not yet exist. This article explains this approach through a case study in which it was applied, for the Turkish brand Alaturca.