From Innovation Fuzz-Words
to Creative Clarity
By Corey Beilstein

Heads nod as acronyms and innovation lingo fly in meeting rooms around the globe. And afterwards, in the hallways outside those meeting rooms, hushed whispers query, “What exactly is a Stage 2 pre-IHUT CLT?”

Bringing ideas to market requires an understanding of this somewhat comical language of innovation, its nuance and its elusive definitions. Read on for an exclusive innovation jargon primer, with definitions and some thoughts on how these words affect you. I can only hope you’ll nod your head a bit, not pin this column up next to the Dilbert strip in the break room.

The Fuzzy Front End n. early stages of an innovation timeline where the product idea is raw and unrefined. Research and exploration methods, likewise, skew to the soft side… primarily qualitative

It’s a silly one, no doubt, but using this phrase can sure make one sound trendy. Here’s the scoop: the Fuzzy Front End is the time to explore consumer insights and needs, behaviors and language, all to bring definition and clarity to an idea.

Ideas here are somewhat vague, but also limitless and exciting. Working to understand consumers early in a project timeline brings fun and energy to an idea as it comes into focus. You won’t be doing it alone. As you explore all things fuzzy, using more casual and qualitative research methods, you’ll likely be a part of different kind of project team.

Cross-Functional Team n. at many companies, teams often only work as individuals, in isolation with frequent handoffs. But a new kind of team now brings together many disciplines working as a cohesive unit throughout an innovation timeline

Good innovation demands inclusion. That’s why this Fuzzy Front End business isn’t just for marketing types any more. Everyone must learn new skill sets and leverage the team’s diversity of perspectives. It’s not a new business model, but it is the new norm.

In this bigger sandbox, bringing your own shovel and pail isn’t enough. As the lines between marketing, market research, sensory science, product development and sales blur, it can be a challenge to communicate among team members, to speak a common language. One of the best languages for everyone to learn is Consumer-ese, or the language of consumers.

Consumer-ese n. the lexicon of words and phrases used by a target demographic, colloquially, or in reference to a specific product or product category

It’s a relief to hear English when traveling abroad--a familiar signal amidst the noise. Likewise, consumers tend to listen when the speaker uses a language they understand. But consumer language is constantly changing and there isn’t a Berlitz guide available. Thankfully, all it takes is the ability to listen, and you likely have team members that already do this as a part of their everyday jobs.

Sensory scientists work with descriptive language, hearing, translating and correlating words all the time. It also helps to leverage team members who know and love technology because social networking, online communities and the many new forms of written communication (blogs, vlogs, discussion boards, text-messaging, instant messaging) are invaluable for learning Consumer-ese.

Developing ways to engage consumers in a real dialogue is a rewarding challenge. Simply stated, it aligns the entire project team with their consumer.

Observational Research n. a research method in which behaviors and phenomena are viewed in their natural setting--typically hands-off… no talking or touching; sit back and watch

Consumer Immersion or Fieldwork n. a more structured observational research method. It is still conducted in a natural setting, but stimulus and specific tasks can be given to respondents and interaction with observers is critical

Ethnography n. qualitative and quantitative descriptions of human social phenomena, based on fieldwork… more of a way to report what was seen and what it means, versus an actual method

Anthropology n. the study of humanity, typically a "four-field" approach that includes physical anthropology, archeology, linguistics, and cultural/social anthropology

There are plenty of ways to start a dialogue with consumers, but too often, buzzwords run wild and it can be difficult to know what method to use. In the context of innovation, the above methods really all describe ways to achieve a similar objective: getting to know consumers by answering the following questions:

• What do consumers do?
• How do they do it?
• Why do they do it that way?

Regardless of the method you choose, the important thing is to get your team out in the field and get them listening. It isn’t always comfortable, but that’s when we learn the most about consumers as well as oneself.

The pace of innovation increasingly demands strategic qualitative insights. Whatever you call your strategic team, finding engaging ways to learn Consumer-ese early on can be a great way to get everyone nodding along.

Corey Beilstein is a Project Director at Seed Strategy. Contact him at cbeilstein@seedstrategy.com.