Innovation Analysis™
— know what to develop next, not just how you are perceived.
We evaluate the actual customer value of your product or service — and what can be developed with new technology, AI and the latest research. Deep interviews internally and externally, gap analysis between self-image and customer experience. Brand building is priority 1 for CMOs (Kantar/McKinsey CMO studies). Innovation Analysis™ is the path: meaningful difference + innovative behaviour gives ~54% higher brand value than competitors.
From interviews to prioritised action.
Phase 1: Scope and stakeholder map (1 week). Phase 2: Internal interviews — leadership, product, sales (1–2 weeks). Phase 3: External interviews — current customers, churned customers, prospects across segments (2–3 weeks). All interviews 60–90 minutes, recorded with consent.
Phase 4: AI-augmented analysis — automated transcription, thematic coding, verbatim pattern detection. Human analyst sets strategy and validates AI outputs (2 weeks). Phase 5: Report writing with prioritised innovation backlog, JTBD per segment, brand recommendation, business case per opportunity. Phase 6: 90-minute leadership workshop translating insight to roadmap.
What you get.
- Strategy report (PDF + presentation) with prioritised innovation backlog
- JTBD analysis per customer segment — what jobs they hire your product to do
- Gap analysis — self-image vs customer experience
- Brand evolution recommendation — how positioning should shift
- Business case per innovation opportunity
- Transcribed verbatim from all interviews
- AI-augmented thematic analysis
- 90-minute leadership workshop to translate insight to action
Frequently asked questions about Innovation Analysis
What is an Innovation Analysis?
A structured strategic development study combining deep customer and internal interviews. We map the gap between self-image and customer experience, identify prioritised innovation opportunities based on Jobs To Be Done methodology, and deliver a brand recommendation based on what the market actually values.
How is it different from NPS or customer surveys?
NPS and customer surveys measure satisfaction with existing offerings. Innovation Analysis identifies what to develop next — unmet needs, latent value, brand opportunities. It is a strategic input for product roadmap, not a satisfaction snapshot.
How is it different from brand research?
Brand research measures awareness, image and preference of the existing brand. Innovation Analysis identifies how the brand should evolve to address unmet customer jobs and innovation opportunities. They complement each other — many clients combine them.
How is it different from a customer journey analysis?
Customer journey analysis maps the existing experience. Innovation Analysis identifies what to add, change or remove. Journey analysis is descriptive; Innovation Analysis is prescriptive — it points to specific innovation actions with business case.
Who is interviewed and how many?
5–15+ deep interviews per project, split between internal (leadership, product, sales) and external (current customers, churned customers, prospects). Basic: 5–8 interviews. Standard: 10–12. Deep: 15+ across multiple segments. All interviews are 60–90 minutes.
How long does it take?
Basic: 4–5 weeks from start. Standard: 6–8 weeks. Deep: 10–12 weeks. Includes setup, fieldwork, AI-augmented analysis, report and leadership workshop.
What do we get delivered?
Strategy report with prioritised innovation backlog, JTBD analysis per customer segment, gap analysis between self-image and customer experience, brand evolution recommendation, business case per innovation opportunity, transcribed interview verbatim, AI-augmented thematic analysis, and 90-minute leadership workshop.
How often should we redo it?
Every 18–30 months. Innovation Analysis is a strategic study, not a continuous tracking measurement. Redo when entering new market, launching major product, or when customer landscape shifts substantially.
How is AI used in the analysis?
AI augments transcription, thematic coding and verbatim analysis. Pattern detection across 50+ hours of interview content that would take 100+ hours manually. Human analyst sets strategy and validates AI outputs. The combination gives both speed and judgment.
What does it cost?
Basic 45 000 kr / €4 050. Standard 95 000 kr / €8 550. Deep 160 000–180 000 kr / €14 400–16 200. One-off project price with no recurring fees. See full pricing →
Can we run an Innovation Analysis after a customer survey?
Yes, common combination. Customer survey gives quantitative baseline (satisfaction, churn risk). Innovation Analysis translates quantitative signals into specific innovation actions with business case. Often done sequentially: Customer Survey & NPS → Innovation Analysis.
More general questions about Alba, security, AI or process? See our full FAQ page →
Ready to move from measurement to action?
Book 30 minutes with Johan. We discuss where you are, what you already know about the customer journey, and recommend which tier (Basic, Standard or Deep) fits your situation.
Done with customer survey? Customer Survey & NPS is the step before Innovation Analysis →
15 min · free · no preparation needed