Project Summary:
The challenge at Borealis was, that the focus was on technology and not customers‘ needs and that it was difficult for them to compare different opportunities and assessment criteria. ODI gave Borealis a systematic collection of customer insights and provided structure on the fuzzy front-end of innovation. Based on a first successful application in New Business Development Borealis is now integrating ODI & JTBD group wide as one part of a market-driven innovation initiative.