Innovation and Strategy


Innovation is driving the market research industry – and fast. While it may not be apparent to most, brands can now make better business decisions faster and cheaper than ever before. At TOS, we pursue an “ideas-first” approach to innovation—we encourage brainstorming to yield many alternative solutions and use market research methods that are designed to evaluate customer preferences as a means to determine which solution is the best. The truth is, competitive advantage and differentiation are derived from choosing the right unmet customer needs to target. To do this, all the customers’ needs must be known.

Our approach to formulating an innovation strategy works because it is built around a solid definition of what a customer need is, and our approach reveals all the customers’ needs. It is the only process to do so. The qualitative, quantitative, and analytical methods that comprise our ODI process provide the insights we need to formulate a robust and reliable innovation strategy. ODI-based strategies work because they reveal what needs-based segments exist, if those segments are under- or overserved, how big they are, and what unmet needs are unique to each segment.

See how Innovation and Strategy can help you in your business growth


Everything starts with your Business Challenge.

We’ll sit down with you to understand what it is you want to achieve, and we’ll bring our experience, enthusiasm, and imagination to the table to see how we can best address your challenge.

The Owl strategy-gif