Insights & Reports
The market for new ideas
Good innovation rarely begins with the product. It begins with knowing which problem is worth solving.
In our recent health and wellness poll, Singaporeans appeared to be doing reasonably well overall. But for firms designing new products, services or experiences, discovery cannot stop at the total-market view. It means looking deeper into segments and the underlying factors shaping the issue. Innovation gains traction when it is built around real tensions, not assumed needs. We unpack this further in our latest article.