Dr Nicki Morley

I would take a different perspective on this. I don’t disagree with the principles above but having worked in R&D for 10 years of my career I think it’s about taking risks whilst looking for clues that build your case. Yes you have to be brave but if you build up confidence and momentum through clues and signals that you are on the right track you can take more calculated risks AND bring the business with you (which is half the battle). E.g. Consumers can’t tell you what they want but data could show how many people are searching online for a particular emerging need. As Helen Edwards identifies in her book Marginal to Mainstream, there are beacons that provide clues to how people might be adopting a new behaviour you can develop for.

I’m struggling with this as a question. Surely you can meet market demands with product innovation. If you have a culture of learning you’ll understand the market demands and be ready with products innovations that meet market needs better than the competition.

I’m definitely a believer in triangulating the right data for the right question. I often start with qual to understand the context, explore early hypothesis and assumptions. Quant often then follows for validating assumptions, sizing things. Digital search and social also important to incorporate to understand more naturalistic consumer understanding and emerging trends, for example, where relevant. Finally newer qual at quant scale approaches can be a good option when you have to choose. Let the research question determine the approach.

Check assumptions. What are the underlying reasons for the evolving demands are they built on strong evidence and rationale. You’ve come this far so what’s changing. It is important to be flexible and embrace change but let’s just sense check genuine reasons for the evolving demands before we pivot.

Curiosity is one of my favourite words. You are born with a huge predisposition for curiosity but over the years it can wane. Luckily curiosity can be re-learnt and is a key skill of any R&D leader because it can unlock new possibilities for those prepared to stay open minded. New technologies and methodologies will be embraced that will stretch the boundaries of what is possible. This curiosity, should also, for any consumer facing product, be focused on the end user. Great technologies created without a strong focus on a consumer opportunity will not lead to company or category growth. R&D leaders should remain curious to find rich new spaces in which to find meaningful and different opportunities to innovate.

Lean into behaviour change. Don’t think you can educate your way out of it. You need to design for change. Understanding the real frictions in the system and design for benefits that fuel and motivate change.