DEEP DIVE,

Asking the right questions to drive innovation

There’s not a one-size-fits-all solution for innovation, but asking questions with enough perseverance is a great way of pushing a project or idea forward. Choosing which questions to ask, however, is a lot more difficult...

The following sheets are a guide for finding these questions, helping you to explore an area in a wider, deeper, and more targeted way. Ultimately, they can be used as part of a toolkit for driving innovation in these 5 areas

MARKET

TECHNOLOGY

USER GROUP

PRODUCT

BUSINESS MODEL

FUTURECAST.

MARKET

The market is the sector you are looking to enter. It might be a major market like Healthcare and Education, or a sub-market like Radiology or Tutoring.

Use this sheet to explore your chosen market, or to analyse a potential one.

- Why are you entering this market?

- What forces are shaping the market?

- What are the key social, tech and economic drivers?

- Who are the major players? Who’s the competition?

- Is it a sub-market, or does it have sub-markets?

- Does it have strong links to other markets?

- How do any associated markets effect it?

- What technology does the market rely on?

- What are the dominant attitudes and opinions?

- What are the fringe attitudes and use cases?

- What are the emerging trends?

- What industry specific factors affect it?

- What types of users and customers are there?

- What are the dominant and fringe business models?

DEEP DIVE

- How will current market forces change?

- What might the future market forces be?

- What factors might cause the market to evolve?

- Who or what is the future competition?

- Could any major players enter the market?

- What are the future threats to the market?

- What are the future opportunities in the market?

- How will the underlying technology change?

- What new technologies might be utilised?

- What consumer shifts will affect the market?

- Are attitudes towards the market likely to change?

- Will changes in any associated markets affect it?

- What fringe cases might become mainstream?

FUTURECAST

- PEST Template Link

- Porter’s Five Forces Info + Template Link

- SWOT Info + Template Link

- Map possible users and customers

- Market map Examples

- Existing knowledge and reports, e.g:
Pew Research Center, Gartner, JWT,

LS:N, FTI, Fjord, WE Forum

TOOLS

www.jakerich.co.uk

TECHNOLOGY

- Why are you using this technology?

- What is its strengths and weaknesses?

- What are the key drivers behind this technology?

- Where is it currently being utilised?

- Who are the users / customers?

- How is it being used? How do users interact with it?

- What are the fringe use cases?

- Is it dependant on any other technologies?

- Are any other technologies dependant on it?

- What technologies are associated with it?

- What are the alternatives or replacements?

- What level of consumer maturity is the technology at?

- What are the manufacturing limitations?

- What legislation or regulations affect it?

- Where is research and funding being applied?

- Are there barriers to mainstream adoption?

- Is it being used in a negative or unintended way?

DEEP DIVE

- How will the technology advance and evolve?

- What opportunities will these advancements create?

- How will its strengths and weaknesses change?

- Where else could the technology be used?

- What social and economic developments will affect it?

- How will the tech it depends on change?

- How will it affect associated/dependant technology?

- How will the user interaction and touchpoints change?

- What new technology could replace it?

- How will its primary markets change?

- How will its primary use cases change?

- Will it becomes more or less relevant / impactful?

- What unintended negative issues could it create?

FUTURECAST

- PEST Template Link

- SWOT Info + Template Link

- Competitor analysis

- Existing knowledge and reports, e.g:
Pew Research Center, Gartner, JWT,

LS:N, FTI, Fjord, WE Forum

TOOLS

What technology will your product and business utilise?

Is it enterprise or consumer facing? Is it proprietary or provided by a partner?

Use this sheet to explore your chosen technology, or to analyse a potential one.

www.jakerich.co.uk

USER GROUP

- How can your define your user group(s)?

- Are they defined by demographics, values, or other?

- Why have you chosen this group?

- What assumptions have you made about them?

- What are the sub-groups and variations?

- What are their core values, attitudes and beliefs?

- What are their desires, priorities and needs?

- What are their concerns, problems and pain points?

- What social and economic drivers most affect them?

- Who are the users at the fringe of this group?

- What is their opinion of your organisation?

- Who are their influencers and thought leaders?

- What products/brands/ideas do they associate with?

- What lifestyle and work trends most affect them?

- What leisure and social trends most affect them?

- What is their relationship with technology?

- What business models do they engage with?

DEEP DIVE

- How will the features that define the group change?

- WIll this user group remain relevant for you?

- Who are your future user groups?

- Will this user group shrink or expand?

- What trends might affect their future attitudes?

- How might their core attitudes and values evolve?

- Will their needs and desires be met in another way?

- Will their pain points remain relevant?

- How will social, economic and tech trends affect them?

- Are there any likely demographic shifts?

- What are likely cultural changes that will affect them?

FUTURECAST

- Personas Link

- Jobs to be done Link

- User interviews Link

- Ethnographic studies Link

- Card sorting Link

- Existing knowledge and reports, e.g:
Pew Research Center, Gartner, JWT,

LS:N, FTI, Fjord, WE Forum

TOOLS

Your user group are the potential users of your product, and they may be defined by shared attributes such as interests, values, job role or demographics.

Use this sheet to explore your chosen user group, or to analyse a potential one.

www.jakerich.co.uk

PRODUCT

- Why have you chosen this product?

- What are its strengths and weaknesses?

- What are the key drivers behind its success/failure?

- Who are the current users and customers?

- How is it being used? Is it being used as intended?

- What are the fringe use cases?

- What are the pain points and areas for improvement?

- What technologies is it dependent on?

- What is the competition? Are their alternatives?

- What are its advantages? How is it different?

- What markets is the product being used in?

- What is the product’s value proposition?

- What is the user’s motivation for using the product?

- Is the product part of a ecosystem? What is its context?

- What products is it commonly used with?

- What are consumers attitudes towards the product?

DEEP DIVE

- What future trends will affect its relevance?

- What new technology can the product utilise?

- What emerging trends can it relate to?

- How could the product be used in new markets?

- Are there new user groups for the product?

- Will any social and economic developments affect it?

- Who/what is your future competition?

- How will the technology it depends on change?

- How will its ecosystem change?

- How will the context the product is used in change?

- Can you improve product usability?

- Can the product deliver more value and impact?

- Can the product be more sustainable/ethical?

- Can the product be more efficient?

- How can the product reach more users?

FUTURECAST

- Personas Link

- Jobs to be done Link

- User interviews Link

- Usability testing Link

- PEST Template Link

- SWOT Info + Template Link

- Competitor Analysis

- User journey mapping Link

- Storyboarding Link

- Existing knowledge and reports, e.g:
Pew Research Center, Gartner, JWT,

LS:N, FTI, Fjord, WE Forum

TOOLS

Your product could be digital, physical, a service, or a solution.

Incremental product innovation is very common but often not very impactful.

Use this sheet to explore your product, or to analyse a different one.

www.jakerich.co.uk

BUSINESS MODEL

- Why have you chosen this business model?

- What are its advantages over other models?

- Who are your customers?

- What is the value proposition?

- Where are your customer touchpoints?

- What channels will you use to reach customers?

- What are the revenue streams?

- What assets and resources do you need?

- What activities will the company do to create value?

- What partners will you need to deliver this value?

- What are the costs of operating the business?

- What technology does it rely on?

- What models are competitors using?

- Where else is this kind of model being used?

- What kind of persona is receptive to this model?

- How common / mature is this model?

- What are the metrics for analysing success?

DEEP DIVE

- What trends and drivers could impact the model?

- How can the model adapt to likely changes?

- Will the value proposition remain relevant?

- What new technologies could affect the model?

- How will customer touchpoints evolve?

- How can the model adapt to reach more users?

- Are your assets and resources likely to change?

- Are the costs of operating likely to change?

- How will scaling/growing affect the model?

- How stable is the technology the model relies on?

- How could competitors impact your model?

- Will this business model become more common?

- What opportunities does this model offer for growth?

FUTURECAST

- Business Model Canvas Link

- SWOT Info + Template Link

- Porter’s Five Forces Info + Template Link

- McKinsey’s Three Horizons Link

- Value Proposition Canvas Link

- Discovery-driven planning Link

- Existing knowledge and reports, e.g:
Pew Research Center, Gartner, JWT,

LS:N, FTI, Fjord, WE Forum

TOOLS

Your business model is how you plan to capture value from your business, with examples such as subscription, marketplace, freemium...etc

Use this sheet to explore your model or to analyse a different one.

www.jakerich.co.uk

hello@jakerich.co.uk

Jake Rich ©

DEEP DIVE, FUTURECAST - Google Slides