Innovation has long existed, before it ever became a formalised process; adopted and evolved by designers, engineers, scientists, and entrepreneurs through academia and industry practice.
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AI, GPT, Dall-e, Midjourney! It's everywhere these days. Like a persistent mosquito on a summer's evening.
At Reason, we like a good challenge. So when a client came to us and asked us to help them brand, design, validate and prototype a new insurance proposition in 5 weeks, we got pretty excited.
Customer research and customer development share similar characteristics, while they both evangelise getting out of the building and speaking to real users, their purpose, outcomes and speed in practice are very different.