Innovation is high on the agenda for many organizations, yet incumbents and established companies often struggle with the speed and quality of innovation, and are challenged by successful disruptors and start-ups. The old ways of innovating often lack the DNA of what makes the disruptors successful: friction, passion and pilot.

Our innovation research is designed around an iterative approach which structurally integrates these three DNA elements. Yet, not all innovation needs are the same, nor should they follow a similar approach. Launching a new flavor or service feature requires a different approach compared to developing a completely new product or service.

  • Friction
    Understand relevant consumer frictions and underlying insights. Insights are the driver of the whole innovation process, they form the starting point and should become embedded in everything you do. We help you uncover relevant insights, validate them and activate them throughout the organization.
  • Passion
    Successful innovators do not rest before their problem is solved. Their insight does not change, but their solution iterates constantly through careful ‘curation’ of their innovation assets and smart co-creation.
  • Pilot
    The innovation process does not end at market launch; instead it often works with beta launches and explores new routes along the way. Go-to-market is part of the innovation cycle.

We tune our research to your innovation needs, by starting each innovation track with a pre-analysis to determine the ideal modular approach. Depending on the project-specific needs, we suggest a tailored innovation track including some or multiple iterative modules centered around the three key pillars of innovation research at InSites Consulting: friction, passion and pilot.

We’d love to showcase what our Innovation research solutions can do for your brand. So get in touch to request your showcase.

Discover how our Innovation expertise has supported brand around the world

More, better and faster new product launches for Anheuser-Busch

More, better and faster new product launches for Anheuser-Busch

Anheuser-Busch reinvented its innovation process; as a result they drove 50% of the industry innovation volume in the last two years, up from 10% in 2017.

Supercharging concepts for direct-to-consumer launch of Perrigo’s ACO brand

Supercharging concepts for direct-to-consumer launch of Perrigo’s ACO brand

Perrigo successfully launched its ACO skincare brand in the German market. The basis was a versatile mix of Culture + Trends analysis and leading-edge consumer insights.

Collaborating with the right consumers at the right time to fuel Fanta's innovation funnel

Collaborating with the right consumers at the right time to fuel Fanta’s innovation funnel

Fanta tapped into the power of diverse consumers via an iterative innovation approach; that is how they gathered 140 raw ideas, leading to 21 consumer validated concepts.

Innovation Envy bookzine cover

Innovation Envy

Unfolding the DNA of successful disruptors. What can established innovators learn from these successful disruptors? How do you increase the speed and quality of innovation internally? How can your organization embed the disruption DNA in your innovation process and research?

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Unfolding the innovation DNA



Many innovations, especially disruptive innovations, start with a friction, a frustration, an unmet need: the founder experiences a problem for which there is no solution, so they create the solution.

Discover how to detect insights to fuel your innovation.



The driving force behind innovation is passion! Successful innovators are characterized by this drive and endurance to take an insight forward. Their aim is to turn it into an idea and subsequently a concept.

Discover how surgically infusing passion into your process can bolster your proposition.



One of the key characteristics of successful innovators is their ‘launch & learn’ attitude; they don’t consider the market launch as the finishing line, but rather as the start for optimizing and growing their product or service.

Discover how to embrace a pilot mentality.


Filip De Boeck
Global Innovation Expert
Managing Partner

Contact Filip