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Alcoa engaged Bright Innovation to determine whether or not there are sizable opportunities within the Consumer Electronics market that could benefit from Alcoa materials, technology, and/or expertise.
Our approach was quite a departure from Alcoa’s traditional method of conducting market assessments, which were based solely on internal technical capabilities and readiness. Our focus was on defining the major needs and drivers of the market among key constituents, namely: consumers, manufacturers, and suppliers. Accordingly, we leveraged secondary research, directly engaged industry analysts, technical and market experts, canvassed industry trade shows, and tapped into Alcoa’s own internal engineers and expert resources to both form and validate our recommendations.
As a result of our approach, we identified specific segments within the consumer electronics market that, indeed, had sizable and growing needs that could benefit from Alcoa materials and expertise. The strength and quality of our efforts has been recognized at the corporate level of Alcoa, as the Consumer Electronics market has been formally identified as a strategic growth area for 2008. Product ideas generated by Bright Innovation are currently in the concept validation or refinement stage.
