Increasing the value of Innovation Consulting Services in the technology age

We describe the design and implementation of a new study based on Mind Genomics, and then use the results to provide data to increase the value of Innovation-Consulting Services ("ICS"). We present how an IdeaMap5M survey of ICS consumers mined their knowledge and professional experience, as well as the jobs they wanted to get done. It enables the ICS supplier to focus on the services most desired by their consumer. Standard surveys only reveal what the consumer wants; surprisingly, this method additionally provides information on what the ICS consumer does not yet know they want. Standard surveys test each individual ICS element (i.e., aspect, attribute or characteristic that could possibly enhance the value of ICS generated workproducts) independent of every other ICS element. The IdeaMap5M method is more powerful because it examines how groups of ICS elements that "move together" may be segmented. The study tested 20 ICS elements organized into a framework of four categories (ICS Benefits, Consultant Profile, Consultant Prior Experience, Innovation Methods and Tools). Every recipient was asked to "value" 30 vignette screens with two-to-four ICS elements on each. The 10-minute survey was sent to 351 C-level or above professionals in a wide range of industries.