Five steps to actionable consumer insights

Abstract

The head of innovations at OSRAM Sylvania is leading a new product development project on an LED-based lighting system. The innovation, tentatively called the SmartLite system, promises to be a breakthrough innovation in the lighting market. The company, a global leader in lighting products, has already announced to the world the wonderful things their intelligent lighting system can do:

Imagine a perfect start to the day. As you start waking up, SmartLite will start automatically simulating the sunrise to fully wake you up. The SmartLite system will also, without any intervention on your part, automatically turn on the coffee machine to start the morning brew. With the smell of fresh coffee in the air, the lighting system informs the window shades to slowly open to synchronize the light with the sunrise. It also turns on the radio to play your favorite wake-up song. SmartLite is the first step toward truly intelligent lighting system. It will know your needs, sense your mood, know your agenda—and automatically provide the right light where you need it, when you need it, even before you know you need it. And to top it all, it will significantly lower your electricity bills.