Explore this month’s topics spanning pests, people, and our Learn, Don’t Test article, examining why innovation often goes wrong right from the start.
CATALYX JOKE OF THE MONTH
WHAT’S THE BIGGEST INNOVATION CHALLENGE IN FROZEN MEALS? Convincing people that ‘restaurant-quality’ and “microwave in 3 minutes” can exist in the same sentence.
QUOTE OF THE MONTH
“People don’t think how they feel, they don’t say what they think, and they don’t do what they say.“ – David Ogilvy
INSIGHT OF THE MONTH
“Despite pests posing minimal actual danger, consumers’ response is disproportionate, driven more by the emotional disruption of their idealised (outdoor) living space than by the risk the pests truly present.”
LEARN, DON’T TEST: WHY INNOVATION FAILS AND HOW TO FIX IT
If you’ve ever wondered why so many innovations fail, the answer often lies in the wonky double diamond. Too much time is spent developing and refining ideas, while only a small fraction is dedicated to building the right foundation. If only five percent of a brand’s resource is focused on establishing a clear consumer need, it is no surprise that many products struggle to succeed.
At Catalyx, we see this pattern time and again. Teams invest months in refining concepts, yet only a fraction of that time is spent identifying the foundational insight that makes an innovation truly viable. A well-crafted idea means very little if consumers do not see its value.
This article is part of our Innovatively Speaking series. Explore the full library here.
THE COST OF SKIPPING DISCOVERY
Many brands prioritise ideation workshops over deep discovery, relying on broad trend reports, focus groups, or surface-level surveys to justify their concepts. But this often means the product lacks a compelling, unmet need or a clear reason why the brand should be the one solving it. Without this foundation, even the most groundbreaking innovations struggle to gain traction.
A BETTER WAY FORWARD
To create successful innovations, brands need to shift from testing to learning. Before jumping to validation, ask:
- WHAT TENSION IS THIS SOLVING?
- WHAT CONSUMER INSIGHT UNDERPINS IT?
- WHY SHOULD THIS BRAND HAVE PERMISSION TO PLAY IN THIS SPACE?
At Catalyx, we use the Triple Diamond framework, ensuring discovery and design are given as much weight as development. Innovation cannot just be fast; it has to be right. Brands that take the time to learn before they test are the ones that win.
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(Independent research conducted by Catalyx)
