A proprietary, multi-phase, hybrid (fueled by Granular Behavioral Analysis™ (GBA) qual./quant. approach for identifying an organization’s best market opportunities for “where to play” (innovation territories) and “how to win” (addressing the needs of each territory) as a way to guide an organization’s innovation and growth efforts.
This approach combines “traditional” Innovation Mapping data collection methods (a moderated consumer diary and/or discussion board) with Sylver’s proprietary Granular Behavior AnalysisTM, a detailed coding (quantification of the qual. data) and multi step bottom-up analysis of data collected, rather than a simple, qual.-only, top-down analytic approach.
The result is innovation territories that are rich and nuanced and deeply rooted in reliable and verified consumer needs and behavior. Each territory reveals unique tensions (Need States) and Desired User Experiences (DUEs), which become rich fuel for the development of platform-based innovation, rather than context-based, niche products.
How it works
Innovation Mapping (Fueled by Granular Behavioral Analysis™ (GBA) supports transformative decision-making around the filling of your innovation pipeline.
Challenge
In response to the demands of the “always on” travel consumer, Marriott needed to better understand the mobile-based technology needs and behaviors of this consumer target within the context of travel. This understanding was intended to serve as an ideation and innovation framework for supporting Marriott in creating cutting-edge, uniquely differentiating mobile offerings.
Method
Two phases of qualitative research were conducted (Phase One: travel diaries, Phase Two: online depth interviews) in the US with 22 “mobile sophisticated”, moderate to high frequency travelers to understand the intersection of consumers’ travel needs and their mobile device usage.
Solution
A “Travel and Mobile Needs Framework” was developed from Sylver’s unique GBA-based Innovation Mapping approach. This framework identified five opportunity categories and multiple innovation territories with defined need states and desired user experiences within each of these. This insight empowered the Marriott team to:
- Evaluate and redesign — with confidence — Marriott’s existing mobile offerings.
- Design, build and introduce a suite of personalized mobile app experiences, including Mobile Check-in, Mobile Requests and Mobile Key.
- Contribute to Marriott’s enhanced reputation as an innovative, market-leading company (and ultimately winning a place on Forbes 2017 World’s Most Innovative Companies list.
