While it’s unlikely that focus groups can create an innovative idea, they can help evolve one—fine-tuning how it will be embraced and determining the feature set, price point, and physical embodiment of the core idea. In Gianfranco Zaccai's view, innovation is really a three-step process, and only in the last one are focus groups truly helpful.
About the Author
Gianfranco ZaccaiChief DesignerGianfranco is known for championing a holistic and highly integrated approach to innovation research, design, and development.
His vision has resulted in highly successful category-defining products including the Reebok Pump and P&G’s Swiffer. EPAM Continuum’s long-term strategic partnership with the Herman Miller Company has focused on developing innovations in healthcare.
Gianfranco holds degrees in industrial design from Syracuse University and architecture from the Boston Architectural College. In 2007, he was awarded an honorary doctor of arts degree from North Carolina State University. In 2009, he received an honorary doctor of fine arts degree from Syracuse.
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