Luc Lam, VP of Innovation and Consumer Insights at Behr Paint Company, emphasizes the significance of understanding consumer needs in driving innovation. Having previously worked in hands-on roles, he discusses the importance of identifying the right problems to solve. Luc highlights the challenge of aligning creativity with stakeholder expectations, stressing that professionals are often rewarded for tangible deliverables rather than pure invention. He advocates for inclusive research practices, involving diverse teams to ensure broad perspectives during consumer insights gathering and field research.
The ability to influence a larger audience by having more insights into the consumer's real needs is at the heart of innovation.
We're not being paid to invent something, we're being paid for a deliverable, illustrating the challenge of balancing creativity with business needs.
Collection
[
|
...
]