AI-Driven Digital Discovery Model for R&D Innovation

This case study details the implementation of a new Digital Discovery model by a leading consumer products company in collaboration with T&Co by Cherry Bekaert. The objective was to transform the company's research and development (R&D) processes to be more efficient and consumer-driven, addressing challenges such as lengthy discovery timelines and insufficient innovation pipelines. The model is built on three core pillars: Signal Sensing for intelligence gathering, Tipping Points for assessing market readiness, and Rapid Market Testing for early consumer feedback. The study outlines how the new approach has enabled the company to significantly reduce the time required for the discovery phase from nine months to under two months, while also enhancing the quality of ideas generated. Early results indicate that AI tools have improved market analysis and concept validation, allowing for a more agile and effective innovation process. The case study concludes with the successful rollout of the Digital Discovery Playbook across the enterprise to further scale these innovations.