A fix for broken customer research

There is often a gap between what we say and what we do. You, for example, may say you are going to take up dancing lessons and find that six months have miraculously passed and you still haven’t Googled ‘tap dancing for adults’. This is nothing new – for years, psychologists have documented what is known as the intention-behaviour gap and sought strategies to better align what we say we are going to do and what we actually end up doing.

In the same way, organisations intent on innovating are