A large business in the financial services sector was seeking to
develop new innovations that could underpin its brand growth and
help differentiate its brand in a commoditised market. The
complication was that this was occurring in the midst of the
business coping with integration of existing large businesses.
GSG developed, for the first time in the business, a
comprehensive view of the kinds of 'jobs' its customers (and
non-customers) were attempting to get done in its industry and
wider markets. This detail helped identify common themes across
target segments for areas of overall greatest opportunity, as well
as the 'niche' areas of need that formed the basis of further
ongoing innovation work.
Using combinations of workshops, 'right minds' consultation and
subject-matter experts GSG helped the business identify several
high-potential areas for product and service development. This led
to co-creation opportunities with customers and other stakeholders,
and a strong foundation for business growth.
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