In this episode of Talking Insights, we welcome Sandro Kaulartz, Ajay Bangia, April Jeffries, and Karin O’Neill to explore the EDGE Framework, a methodology that focuses on identifying high-growth opportunities by examining extreme behaviors and divergences from the norm. The conversation delves into the integration of AI with qualitative research to uncover insights about user behavior at the margins, and how organizations can leverage these insights for innovation and growth. The panel discusses practical steps for applying the Edge Framework in various industries, emphasizing the importance of understanding user needs and behaviors to drive successful product development and marketing strategies.

You can explore this paper and some others here: 

1. The Next Big Thing - Exploring the EDGE for high growth opportunities
2. The Vibrant Fringes
3. Ipsos Views: Bigger Innovations Need Bigger Data

And the Research World article mentioned in the episode here: 

https://researchworld.com/hot-topics/the-next-big-thing-exploring-the-edge-for-high-growth-opportunities 

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Talking Insights is a Research World and Esomar production.

Hosted by Antonio Almeida

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Graphics by Brandon Heim

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