Customer-Informed Innovation
Allowing teams to rapidly innovate and move forward with conviction.
The AND group supports companies in bringing innovative solutions to market.
What is Customer Informed Innovation
Customer Informed Innovation is an approach that applies agile principles to launching new offerings and revitalizing existing ones.
It’s about iterative cycles—discovering insights, generating ideas, building prototypes and testing to ensure decisions are grounded in genuine needs and experiences.
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At the heart of this approach are empathic problem‑solving, innovation sprints, and targeted cohort engagement where users interact with early‑stage concepts, prototypes and beta versions.
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By combining empathy with iterative testing, agile product innovation & testing builds team commitment and consistently produces better innovation outcomes. It’s a faster, more adaptive way to deliver products that resonate—saving time, reducing risk and maximizing impact.
What we do
Empathic Problem‑Solving: We begin by listening—to you and to your customers. This ensures that every idea addresses real pain points and aspirations, not assumptions.
Targeted Cohort Engagement: We engage specific user groups early and often. By observing how real people interact with prototypes in their own environments, we gather insights that shape the next iteration.
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Iterative Development: Our team works with you to move through short, focused sprints. Each cycle builds on what we’ve learned, allowing you to adjust quickly and avoid over‑investing in features that don’t resonate.
Cross‑Functional Collaboration: Designers, developers, researchers and stakeholders work together throughout the process. This diversity of perspectives sparks innovation and keeps everyone aligned on the goal.
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Of special note, we have built breadth and depth of experience executing in-market proof-of-concept experiments, site-evaluations and pilot tests.
Better understand what your customers value most
We help clients build deeper empathy and understanding of consumers, customers, patients, suppliers, employees, stakeholders, and value-chain members.
​​We understand the importance of executive summaries and clear recommendations, backed by a detailed report.
We expect the questions, 'so what?' and 'what next?'.
We love fieldwork, be it in an operating room, a waterpark, online or in a retail store. Observing and making sense of human behavior is definitely one of our things.
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The idea of making the learning deployable within the organization is totally up our alley.
We create infographics and story boards to aid and abet the cause.
Agile in-market testing solutions
Iterative testing of concepts, prototypes, beta versions doesn’t have to break the bank. To the contrary, the ‘fail fast’ principle reduces wasted time and resources and fosters a culture of intelligent risk taking.
Our agile methods are highly useful for:
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Quickly determining which of multiple ideas has the greatest potential to scale
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Testing or refining the core elements of a new product, and/or product launch plan, to inform the final launch plan or to make a go or no-go launch decision
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As a sales tactic to gain and accelerate the adoption of new product, especially in situations that require users to change behaviors and/or to prove intended benefits are achievable
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For the development of meaningful and substantiated marketing claims and/or referral networks
And we’ve applied these methods in multiple industries from healthcare delivery to consumer-packaged goods, from water park attractions to software.
Discover more; checkout our case studies.
