How should we innovate in the current corona era?
Published on 23 04 2020Article Roderik Sorbi – Senior Client Consultant, Lucas Hulsebos – CEO & Mirlijn Sabel – Research Expert
The current corona situation demands changes from a lot of people. The media is already talking about moving towards “the new normal”. From research among over 1,000 marketers in 3 countries, we know how important innovation is for the success and growth of a company. However, the question is whether the current situation requires new products, or whether we can look at innovation from the traditional principles and ideas. For that reason, we have studied 90 concepts at DVJ (in 3 countries, UK, Netherlands and Germany with 30 innovations per country) to find out the secret behind innovating during the corona crisis.
The results are surprising. Firstly, we see that traditionally successful innovations no longer guarantee success: concepts that scored well in the past, are no longer doing so. Secondly, we see that most concepts that have been developed recently with the corona crisis in mind, can count on sympathy, but insufficiently lead to acceptance and success in the market. However, we see several concepts per country that perform very well and are even among the very best of the database. These concepts deviate in design from what worked in the past. It is important to fit the current situation, but it is even more important that the relevant friction is found in the “insight”. In addition, it is more important to focus on distinctiveness and willingness to share, rather than the more traditional focus on purchase intention. Which is currently not determining the rate of success very well.
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