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the hype innovation blog

Elena Ozeritskaya

Elena Ozeritskaya is an expert on Customer Insight with a passion for creativity & innovation. During her time at Unilever and Syngenta, she was responsible for driving innovation projects with Customer Insight. Using cutting edge methodologies and tools she conducted insight work for the ground breaking “Dirt is Good” Persil campaign for Unilever and won the Innovation Award 2012 with Syngenta developing it’s “Sweet & Seedless snack pepper” from inception to launch with Customer Insight.
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Recent Posts

How to Get Started Innovating on Customer Experience

Posted by Elena Ozeritskaya on Jan 4, 2017 7:10:00 AM

In recent years, customer experience has emerged as a major differentiator for large companies. In a McKinsey survey of senior executives, 90 percent of respondents confirmed that customer experience is one of the CEO’s top three priorities.

So how to start working and innovating on customer experience? There are so many articles, methods, strategies etc. that it can become a confusing and complex task for you as an innovation manager or customer experience manager to even get started.

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Topics: Methods & Frameworks

Inside-out versus Outside-in – what’s the better strategy? (part 2)

Posted by Elena Ozeritskaya on May 18, 2015 9:10:00 PM

Different studies have shown that 40-90 percent of innovations fail. Studies have also shown that innovation processes involving customers, especially lead users, are more likely to succeed in the market place since they just have better and more creative ideas than internal product developers.

An Outside-In approach to business

In the outside-in company, as opposed to inside-out one, the key word is need, not product. Their people think expansively. They're totally immersed in the minds of their customers, looking for ways to expand demand. Their business plans and value propositions derive from the marketplace, based on the knowledge gathered at ground level. Often, the needs they define haven't yet been identified by the customers themselves.

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Topics: Ideation & Collaboration

Inside-out versus Outside-in – what’s the better strategy? (part 1)

Posted by Elena Ozeritskaya on May 14, 2015 5:54:38 PM

The Inside-Out approach is guided by the belief that the inner strengths and capabilities of the organisation will produce a sustainable future. The Outside-In approach is instead guided by the belief that customer value creation is the key to success.

As a passionate Customer Insight Strategist I tend to prefer the Outside-in approach to business looking at your customers’ latent/hidden needs and translate them into solutions that will serve them.

However I must say that I am intrigued with companies that do what they believe in and stay close to what they know best.

An Inside-Out approach to business

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Topics: Ideation & Collaboration

What is a good customer insight?

Posted by Elena Ozeritskaya on Apr 16, 2015 12:44:57 PM

Insights don’t always come together quickly or easily when developing ideas and concepts. Most of the time, it takes a lot of time and effort to get them articulated just right. They must be compelling, without being preachy. They must be truthful, without being too obvious. They must be empathetic, without being presumptuous.

So where to begin? First, insist on actual insights. There are common traps that even seasoned marketers fall into when trying to craft insight statements. One example is mistaking a reverse benefit (“Wouldn’t it be nice if…”) for an insight. Crafting a testable insight starts by stripping out the benefits-in-disguise. Any time I see ‘I want’ or ‘I need’ in a statement, I step back and look for what is behind that want—to find the ‘because’ or ‘so what?’ in it.

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Topics: Ideation & Collaboration

How to tap into your Creativity when Brainstorming Solo - Part 2

Posted by Elena Ozeritskaya on Feb 17, 2015 6:00:00 AM

3.Take a new view to gain an entirely new perspective.

While associative brainstorming and looking at other businesses helps you find entirely new paths,  finding a new view works when you’re on the right track but just not able to nail it down.

Gaining an entirely new perspective technique 1: WHAT IF

It’s that feeling of being so close, but not quite there. “What if-ing” is an appreciative brainstorming technique used to expand on ideas. It can expand average ideas into excellent ones. It eliminates “yeah butting,” discourages filibustering, and other common tactics used to put ideas down. And, it can generate brilliant solutions for difficult problems.

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Topics: Ideation & Collaboration

How to tap into your Creativity when Brainstorming Solo - Part 1

Posted by Elena Ozeritskaya on Feb 16, 2015 7:00:00 AM

In general people tend to brainstorm in groups. That particular method of generating ideas has become a standard solution for teams trying to solve problems.

However due to globalisation, organisational challenges, time and resources you see more and more companies organising idea campaigns in the cloud where participants are brainstorming and coming up with ideas on their own.

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Topics: Ideation & Collaboration

3 Lessons for innovation managers from the Real Wolf of Wall Street

Posted by Elena Ozeritskaya on Jan 13, 2015 9:00:00 AM

You may not have heard about Jordan Belfort before the success of Martin Scorsese’s “The Wolf Of Wall Street”. That movie was based on Belfort’s own memoir about his life as a degenerate stockbroker played by Leonardo di Caprio.

Last month I experienced his motivational speech in Amsterdam about the secret to his success, and the insights into his failures that eventually sent him to jail.

Although his morals were not on a high standard back then (as he puts it delicately during his 3.5 hour speech) there is quite a lot that we can learn from him.

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Topics: People & Culture

Customer Journey Mapping – the framework (part 2)

Posted by Elena Ozeritskaya on Dec 12, 2014 2:49:00 PM

Customer journey mapping is not a tool exactly. It doesn’t provide a quick fix to a specific problem. It’s more a framework that allows you to get a grip on many different aspects of customer experience design. It is always about the customer’s experience, but it is up to you how you map that experience and what you map exactly:

  • You can use a very wide group of customers or a very specific type of customer. You could even choose to map the journey of a different stakeholder, like for example a supplier.
  • You can analyze a highly specific situation, or you can choose to explore a more general journey.
  • Then, for every stage of the journey, you can examine customer needs, your objectives, the customer’s objectives, the touch points that play a role, how these touch points are experienced, the emotions that are experienced, how your brand values are expressed, what you wish to communicate and of course whether there are opportunities for innovation.
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Topics: Ideation & Collaboration

Customer Journey Mapping – an introduction (part 1)

Posted by Elena Ozeritskaya on Dec 11, 2014 5:42:00 PM

We are moving from value in exchange to value in use. You don’t want to buy a car, you want to buy mobility. Instead of selling products and services, organizations must develop ecosystems where customers can co-create value with them. This requires a holistic view of the eco-system and can be obtained with Customer Journey Mapping.

First, what is Customer Journey Mapping?

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Topics: Ideation & Collaboration

Co-design with your customers (part 3) – Translating concepts into winning products and services

Posted by Elena Ozeritskaya on Jul 25, 2014 11:50:30 AM

Most companies are lost in translation

According to research the biggest challenge innovation professionals face is translating marketing opportunities into winning products:

Why is there a translation challenge?

It’s simple. Traditional research methods like focus groups, do not provide the knowledge necessary for accurate translation. Focus group moderators typically ask customers directly what they want and why. This approach may work for familiar products, but customers struggle to envision novel offerings.

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Topics: Ideation & Collaboration

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