key insights from food vision

Innovation for today: Digital tech empowers industry to innovate

Innovation for today: Digital tech empowers industry to innovate

The use of mobile technologies and social media to connect with real consumers can help manufacturers gain better innovation insights for today and tomorrow, says Chris Cornyn.

The use of social media and smart phones to gain ‘mobile insights’ from home consumers can lead to vital insights and innovations even in 'sleepy' food and drink categories, according to DINE Marketing founder and president Chris Cornyn.

Speaking to global industry leaders at the Food Vision event in Cannes, Cornyn warned innovation too often focuses on ‘blue sky’ thinking and long term projects, without considering simple refinements to products.

“Any time you talk about food innovation you have these things that you need to weigh, sort of pie in the sky, ten year’s out,” he told us during an interview at Food Vision. “But when we work with food companies, they want to innovate now, and they want to have things that they can go to market - not in seven years or ten years.”

Central to achieving these more immediate innovations is gaining real insights in to how consumers use and interact with your product, Cornyn said.

The DINE marketing president suggested a number of routes that manufacturers can take to start getting insights directly from consumers, adding that these insights will often drive immediate innovation and new product development.

Mobile insights for immediate innovation

Smart phones and the use of mobile technologies allow immediate interaction with real world consumers that can allow companies to get a clear idea of what people want or need. These can very quickly be fed back in to the innovation process in order to refine an existing product, said Cornyn.

“You might also explore that white space, of products ten years down the line, but a big thrust of what I really believe in is that you need to do both – you need to figure out insights to improve your existing products and then also insights to drive innovation long term.

“You can get insights from all over the world now, almost instantaneously, with mobile devices,” said Cornyn – who explained that the rise in mobile technologies like smart phones, and the increasing use of social media mean that it is easier than ever to get real consumer insights from anywhere in the world.

Related News

Big Data and Big Food: Where to draw the line?

Big Data and Big Food: Where to draw the line?

Food Vision 2014: In pictures

Food Vision 2014: In pictures

Catalina: Shoppers don’t want to search through a long list of random coupons for products they never buy

Grocery shoppers ready to embrace mobile apps, but only if they save time and money

Building for the future: DSM on lessons from Food Vision 2014

Building for the future: DSM on lessons from Food Vision 2014

Involving consumers and innovating beyond comfort zones enables success, say experts

Innovation success recipe: Respect consumers and draw inspiration from the unknown

Are food companies getting social media right? In a word, 'no'

Are food companies getting social media right? In a word, 'no'

Stephen Daniells and Shane Starling from FoodNavigator and NutraIngredients

Food Vision 2014: Bridge knowledge gaps, overcome change and work sustainably

'Data is very powerful; there are also limitations…' says VP of shopper marketing at Saatchi & Saatchi X

Saatchi & Saatchi X: Shopper marketing must marry hard data with human perspective

Many companies fail with new products because they produce 'delicious disasters' that just fail to hit the right spot, says Cornyn.

Delicious disasters: Marketing expert warns manufacturers on 'disruptive innovation' and learning from mistakes

GMA: Digital pioneers now, CPG market leaders tomorrow

Digital pioneers now, CPG market leaders tomorrow: GMA

'The biggest potential barrier is that we don’t embrace a need for change. People are too cautious,' said Justin Sherrard form Rabobank.

Food sector innovation is 'too cautious', says Rabobank

Tech innovation in health care delivery will transform debate now dominated by struggle over "Obamacare"

Tech innovation in health care delivery will transform debate now dominated by struggle over "Obamacare"

8 factors to predict the next big thing in the food, beverage industry

8 factors that could predict “the next big thing” in the food & beverage industry

The key quotes: #FoodVision in tweets

The key quotes: #FoodVision in tweets

Food scientists need to build bridges with consumers, delegates at the Food Vision Conference heard

Celebrity chefs needed to sell food science to consumers

House flies are already being used as a feedstock for aquaculture by a South African company

Insect feedstock for pigs, chicken and fish production

Food Vision 2014 ready to encourage radical thinking and explore innovative opportunities

Food Vision 2014 ready to encourage radical thinking and explore innovative opportunities