This episode of Now that’s Significant, a Market Research Podcast sees Infotools' Head of Marketing Michael Howard speak to InsightsNow's Chief Research Officer Greg Stucky.

Greg joined us again on the show, this time to talk about the one thing that people who are really good at innovation don’t really want you to know about. It really is the insider’s secret that you will likely never see in books or taught in universities. That secret is: The most valuable piece of information you have as an innovator is the size of the aspirational gap in a specific moment in a person’s life. If you know what the context of the moment is and what that gap is, then you are equipped to build a product for where people desperately want to go out and purchase. 

The episode saw Greg and Michael discuss a couple of examples of how moments and the aspiration gap play out in the real world, and they being sustainability and breakfast.

The latter of these two were discussed in relation to the context (it's not good enough from a product perspective to think about just food in the morning but to go further than that i.e. food in the morning when you're in a rush), needs (for example their needs states, goals, desires, aspirations), and their motivators.

We also looked at some of the reasons why such a gap exists, and these can be quite varied. A big one of these being cost. Another being the benefit trade-offs. From a breakfast perspective, if you need to eat breakfast on the fly, something that's hand-held and not messy will likely trump something that is sustainable.

We hope you enjoy the episode.