Acompany granted license for GEMagination methodology

18 April 2019 3 min. read

The Creative Problem Solving Group, a US professional services firm specialised in research and innovation, has provided Belgium-based Acompany a European license for GEMagination, one of the firm’s proprietary methodologies. Using GEMagination, Acompany will help its clients improve their consumer insight and market research endeavours.

Founded in 2017, Acompany supports its clients with innovation and transformation in the digital realm. “We guide companies from A-Z so they can maximise the return on their digital investments,” said David Geuens, the company’s founder. Acompany’s offerings centre around three propositions; innovation design, implementation and coaching. “We help with inventing digital innovations and provide support all the way through the implementation of the ideas and guiding the internal changes of our customers.” 

In the field of innovation, one of the most pressing challenges is gaining accurate insight in the needs of customers. Leveraging insights gained from market research, (assumed) market needs are defined, which then feeds into new product and service development (NPD). The better this is done in the early stages of innovation, the more likely it is that innovations down the line match user demands and succeed. According to one estimate, products/services that match consumers’ needs are on average 75% more commercially viable.Acompany granted license for GEMagination methodologyGEMagination is according to The Creative Problem Solving Group (CPSB) an approach that helps companies improve the way they walk through the innovation identification process. “It is a unique research method which finds out what consumers really want in a stage where they can’t describe it themselves. This leads to increased chances of success for innovation,” said Scott Isaksen, chief executive of CPSB. 

“Product concepts that are closely aligned with consumer needs in the fuzzy front end of innovation translate to increased bottom line profitability for the new product, as well as for the entire business.” 

The methodology, which has been applied by companies such as Apple and large banks, differentiates itself through its starting point for deducing innovation requirements. “Other research methods start with insights that are already known by the consumers, which in most cases isn’t a real breakthrough or it’s based on a trend, which is non-durable. The GEMagination method on the other hand starts with the unknown and unarticulated needs of the consumer. The advantages of this method are self-explanatory: marketing departments can launch concepts in line with the needs of the market and with a proposition based on the voice of the consumer.” 

Acompany’s founder Geuens is delighted the vote of confidence by The Creative Problem Solving Group. As part of the partnership, the Hasselt-based innovation consultancy will be able to apply the approach for its clients, as well as coach them on using the methodology independently. “We are very happy to be able to add the approach to our services.”

Isaksen added that it was an obvious choice to give the European license to Acompany, because “David has been part of multiple GEMagination projects and has helped with the development of the method. Therefore, I feel confident that the method is in the right hands.”

According to a recent study by RevelX, innovation capabilities at Dutch companies need an upgrade to fend off disruption.