Together for a new approach to Market Research and Innovation Design

Infusion of professionalism, integration of market research and product innovation design with a human centric approach. These are the objectives of the partnership between BVA Doxa, leader in market research in Italy, and THINGS, a design & innovation agency well known in the European startup system with a focus on IoT consumer products.

The two companies are embarking towards an ambitious goal, quite unique in the industry so far. It is to share with the clientele a complete and effective path of design and development of innovative products and services by sharing advanced market research and user experience design as a common factor.They plan to achieve it by organising market research increasingly in line with business objectives, with human-centric design methods and processes aimed at product innovation.  

Specifically, BVA Doxa and THINGS will work jointly with their customers from the preliminary collection of the background information, bringing new methods and tools in the form of methodologies and research content, facilitating moments of co-creation for the definition of the final product experience, leveraging the collected data and developed insights.

The collaboration with THINGS, an extremely avant-garde reality for everything related to innovation and product design, represents a first experiment in Italy to innovate the market research sector, traditionally linked to a certain ‘methodological orthodoxy’ – comments Massimiliano Sumberesi , Head of Marketing Advice & B2B Business Unit of BVA Doxa – A constantly evolving market and increasingly demanding customers regarding information needs have prompted us to want to make a strong change compared to the approaches and methods used so far. We are convinced that the integration of our work processes can finally respond in a more agile and effective way to our customers’ need to receive increasingly targeted information, with a logic of maximum customization of the final product. This is even more important today, following the recent Covid-19 emergency: an event that marked a turning point in the usual dynamics of choosing, buying and sometimes using a product, and therefore necessarily also activities of research and ‘user validation’ “.

“The digital transformation and the data economy require a big change in the approaches and design methods adopted so far – adds Pier Bardoni, CEO of THINGS – The partnership with BVA Doxa, a historical excellence in our country in the field of market research , represents for us the opportunity, unique so far, to offer our customers a product experience design approach enhanced with data-driven assumptions by natively combining market and product research in the product design process. The strength of this partnership is decidedly ‘industrial’ with the aim of offering the market a distinctive and effective methodology that limits the business risks of companies in product innovation. “