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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.

Elena's Posts

Ideation & Collaboration

8 Tips to Help Design Your Customer Journey Map

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 ...

Brainstorming Techniques - How to Brainstorm by Yourself
Ideation & Collaboration

Brainstorming Techniques - How to Brainstorm by Yourself

In general, people tend to brainstorm in groups. That particular method of generating ideas has become a standard soluti...

How to Get Started Innovating on Customer Experience
Methods & Frameworks

How to Get Started Innovating on Customer Experience

In recent years, customer experience has emerged as a major differentiator for large companies. In a McKinsey survey of ...

Inside-out Versus Outside-in – What’s the Better Strategy? (Part 2)
Ideation & Collaboration

Inside-out Versus Outside-in – What’s the Better Strategy? (Part 2)

Different studies have shown that 40-90 percent of innovations fail. Studies have also shown that innovation processes i...

Inside-out Versus Outside-in – What’s the Better Strategy?
Ideation & Collaboration

Inside-out Versus Outside-in – What’s the Better Strategy?

The Inside-Out approach is guided by the belief that the inner strengths and capabilities of the organisation will produ...

What is a good customer insight?
Ideation & Collaboration

What is a good customer insight?

Insights don’t always come together quickly or easily when developing ideas and concepts. Mostly, it takes a lot of time...

How Brainstorming Can Fuel Your Ideas in Innovation Crucially - Part 2
Ideation & Collaboration

How Brainstorming Can Fuel Your Ideas in Innovation Crucially - Part 2

3.Take a new view to gain an entirely new perspective. While associative brainstorming and looking at other businesses h...

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

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

You may not have heard about Jordan Belfort before the success of Martin Scorsese’s “The Wolf Of Wall Street”. That movi...

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

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

Most companies are lost in translation According to research the biggest challenge innovation professionals face is tran...

What is Customer Co-Creation?
Ideation & Collaboration

What is Customer Co-Creation?

Collaboration within design and market research and social science is changing. We are moving from a user-centered desig...

How to Develop a Blue Ocean Strategy with Customer Instinct
Methods & Frameworks

How to Develop a Blue Ocean Strategy with Customer Instinct

To survive in highly competitive and changing markets, it’s essential for businesses to come up with meaningful, success...