Today, there is a prominent need to conceive and build larger markets, to discover early what's new, what's better, what's next; to invent the future before others do. Marketing and Commercial Directors of contemporary Businesses feel the need to predict opportunities earlier than competition, reshaping their offering in breakthrough ways. Today's companies know well that they need more than good products to survive.

At times where markets, technologies and trends shift rapidly, consumers are more informed than ever before and look for products that can make their life easier and more exciting. However, conscious collection of information in structured consumer discussions is not alone sufficient to deliver the result needed, namely clearly articulated conceptual solutions.

That is why the key market research challenge today is redefined: shaping or even conceiving innovation through its cousin, creativity.

More specifically, we have felt the need to expand Marketers' power, beyond the answers that the conscious mind can give. After many years of working hard on the topic, we have ended up to launch a specially designed Creative Intelligence platform, the Open-Squared.

The Open-Squared platform is a spiral approach that helps clients seize the benefits of innovative thinking, while using it in concert with business reality. Gain clarity and insight by looking at the problem through the right angles.

Open to possibilities in a solid way

When creativity comes into play, it is essential to hold the control of procedures in a dynamic, structured way. Control the uncontrolled in terms of contextualizing its flow and the rules behind it.

There is a strategy behind each of our Creativity projects, so as

• to inspire and protect openness of thinking, without early destroying creative thoughts when unable to immediately guide to the solution
• to turn the perspective of early ideas and then fix them on a specific angle
• to apply the case rules, making the creative output a true part of the initial problem.

Observing market research data from the right angles, reframing existing information in more creative expressions and in new contexts, collecting experiences instead of narrations are only some of the actions that a Creative Intelligence Programme in Truberries can include.

From Open...

• Keeping the mind open, by removing the noise of knowledge overload
• Arm the mental and imaginative process with as many stimuli as possible: visual elements, words, thinking patterns
• Activate disruptiveness

to Open Squared...

Produce solid, secure, robust, coherent solutions, by applying specially designed rules, driven by business goals.