We asked Filip De Boeck, Director Innovation Research & Managing partner at InSites, to participate in a small interview on the topics of design & innovation. Filip started at InSites in 2001. Soon after he started, he developed a strong interest for and expertise in Innovation Research and has conducted many projects in the area of innovation research for major CPG companies.

Which company has been able to surprise you this past year on the subject of innovation?
I would rather not focus on one specific company. I am in general quite surprised about the fact that the systematics in the innovation process is not always linked to company size. I am quite surprised about the extent to which some smaller companies deliver systematic innovation work and sometimes disappointed to discover how unsystematic bigger companies implement innovation.

In your opinion, what product should win all the design awards this year?
I believe Maes has done a good job in rejuvenating the brand and relaunching the bottle. As a challenger in the market, I believe they have taken the right direction.

Which sector still has a lot of potential when it comes to innovation?
For me as an innovation researcher, it makes me happy to see that innovation is driven by consumer insight and a result of a thorough understanding of the market. I feel that in certain industries, innovation lacks consumer insight. In particular, I would mention telco and utilities as industries that still have a huge potential in terms of better innovation. Innovation is driven by promotions, special packs, … but I haven’t seen a lot of true innovation happening there in the recent years.

Do you think the need for market research will increase or decrease in the future?
I believe that the need for Return of Innovation will increase in the market. In order to generate better Return on Innovation, I believe it is imperative to start innovating “with” consumers instead of “for” consumers. As research agencies have developed the necessary skills and tools to connect with consumers in the front end of innovation. Having traditionally engaged consumers primarily to validate new product concepts some companies are now soliciting consumer insights and ideas to jump-start the “fuzzy front end” of the innovation process.