From AI-Powered Insights to Scalable Innovation: Building a JTBD Research Practice That Drives Business Growth

A Journey Toward Traditional Research Obfuscation

The Challenge

Organizations across industries struggle to translate customer research into meaningful innovation that drives business growth. According to recent studies, companies spend over $44 billion annually on market research, yet 76% of new products fail to meet business objectives. Despite investments in customer surveys, focus groups, and analytics, many organizations find themselves drowning in data while starving for actionable insights that lead to successful innovations.

This disconnect between research and results creates significant business challenges. Innovation teams often conduct extensive research that produces interesting findings but fails to guide concrete action. Product teams receive research reports filled with customer quotes and observations but struggle to identify which needs repr…