| | DECEMBER 20189Consultants Reviewvours in International brands [KFC; SUBWAY] and for-mats [Pizzas, Burgers]. Indian palette which is sensitised to `stronger' flavours evoke a unique mouth feel experi-ence laddering to a feeling of satiety. Such evolving new trends thus makes it is imperative for Innovation scientists and Packaging designers in R & D to not only be equipped with `Whats' & ` Hows' of consumers but actively seek out `Contextual Whys'. Product Insights for innovations can be greatly im-pactful with deeper understanding of various sciences like Formulation, Sensory, Behavioural, Semiotics, Er-gonomics, Ethnography, Neuroscience, Consumer Re-search, Design Think and Social Psychology. Making `Sense' of data would bring out uniqueness that is required for sustaining innovations. This would enable Innovators to visualise Product Designs that con-vert in real form with higher success probability. Role of Product Attributes ­ Technical Insight In any product design, it is important to clearly define an attribute or feature. This is key to determining its Value as would be perceived by the consumer. This is very well done in Automobile industry. Deep diving in exploration of `Why's unearths the latent unarticulated sub conscious needs. A simple example in Personal Care product would understand a property like Foaming in Hair Shampoo. Decoding the subtle relation between proper-ties of pack structure materials with the semiot-ics as construed by the consumers is an interesting in-sighting exercise.Empathy building in InnovationsBuilding elements of empathy early on in development stage ensures higher chances of success and consumer acceptance. Neuroscience principle of empathy based on Mirror Neurons firing is a scientific way of design-ing empathy elements. Exploring the product sensory dimensions to create unique sensory touchpoints for consumers will assure Innovation differentiation. This specific in-sighting approach exploring the cognitive `Whys' for R & D will go to ensure sustainable differentiating innovations. "INNOVATION IS A CHANGE THAT UNLOCKS NEW VALUE" - Jamie Notter Making `Sense' of data would bring out uniqueness that is required for sustaining innovations
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