At The Future of Consumer Intelligence 2013, IIR’s Marc Dresner sat down with Katy Mogal, Innovation Lead of Human-Centered Innovation at Logitech to discuss consumer insights as an agent for cultural innovation change.
In a lot of tech companies there has traditionally been an engineering-driven culture because if you could get to market faster with a technological innovation, then that is how you could win. Today, technology innovation is almost a commodity because as soon as you put something into the marketplace, somebody else can replicate it very quickly or improve it.
“Technology innovation by itself isn’t giving us the competitive advantage we need to grow,” she explained. “I think the way we are really going to win is by understanding the consumer need and marrying that to the technological innovation.
This requires Logitech to reorient the entire culture around the need of the consumer, which is the company’s biggest task today. According to Mogal, accomplishing this task is about understanding organizational culture and how organizations learn.
Mogal has been working on finding out the learning styles of Logitech - how to people take in information, what gives information credibility, what captures people’s attention. – and developing the company’s deliverables around those findings. In addition, Mogal and her team are trying to bring people in earlier in the process by exposing them to raw data and let more people observe in real time.
This year, The Future of Consumer Intelligence 2014 explores the emerging role of decision science and the convergence of knowledge points - insights, foresights, social science, marketing science and intelligence with technology as a central driving force and profound connector.
Right now, it's about connecting ideas to data to culture to the future of your business and this, is the real data revolution. This year represents the year of the multi-dimensional marketplace, and just as the market researcher's role evolves, so does our third annual event. FOCI is a gathering of the "consumer culture" collective exploring common ground across roles and industries for translating behavioral information into business opportunity. We hope to see you there!
Join us at FOCI 2014 in May. To register, click here: http://bit.ly/LI0Dvb
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business Analysts. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at email@example.com. Follow her at @AmandaCicc.