Syöpäjärjestöt wanted to develop a creative way to help young people get rid of nicotine and find a way to strengthen young people's motivation and intention to stop using it. The goal was to create a concrete tool that supports the quitting journey, is on the cutting edge, and that speaks to and understands the target group. The end result of the design was the Erovirasto application, which supports the quitter for 30 days on the journey away from a toxic relationship with nicotine products through entertainment and gamified elements.

The application proved to be a success: 62.5% of its users managed to stop using nicotine products completely and 75% increased their motivation to stop using them. The success was no coincidence: the innovation was preceded by a pile of studies, experts from Syöpäjärjestöt, evaluations from a target group panel, in-depth interviews, and the participation of a youth council in planning the quitter's path. The application innovation did not, therefore, pop into the world by guessing or vibing. The insights were found through careful and active research work and the genuine understanding of the world and needs of the young target group that was formed on the basis of them.

Old is better - or is it?

When it comes to innovation, it is quite Finnish to approach new ideas and development with cautious reservation. Many people like to remind how things have always been done, how they have always worked before, and that you shouldn't fix what isn't broken. And there's nothing wrong with that! There is a place everywhere for realists with their feet firmly on the ground who prevent excessive high-flying - it is quite true that not everything needs to be renewed just for the sake of renewal. Boating on calm waters is pleasantly stable and safe.

However, the world is changing at a tremendous pace, meaning that people's needs and desires are constantly in a state of flux. If you do not recognize people's changed and new needs or fail to respond to them, it is like going out on the water in a boat without a plug: you will soon be up to your waist in a puddle, and bailing at the last minute will no longer save you from sinking.

The future is now

Innovation work is not only a plug in the bottom of the boat but also a sail that is raised in readiness for the wind to start blowing. Innovations keep you strongly relevant and respond to already identified needs, as well as prepare for what is looming on the horizon through future thinking. In its simplest form, renewal is a lifeline for a brand.

At its best and when implemented correctly, however, it creates resilience for the brand and provides a way to scoop up the top spots in the accelerating competition. However, it is not worth doing just anything, but for example, product and service innovations must have a strong connection to the target group's behavior and needs. Insights for innovations are born by studying what is really happening in the target group's world.

Pain points and hidden needs are revealed by delving into the reasons behind people's purchasing behavior and choices, which are often found deeper in everyday life. By diving below the surface and gathering a genuine understanding of your target group, you may find surprising new ideas.

Innovate your way to a head start

In order for innovations to have a truly sustainable basis, it is important to anticipate. Analyzing the target group, identifying trends, and the courage to try new things feed far-sighted future thinking. Long-term growth is not born through chance and guesswork, but by combining deep target group knowledge with future thinking and foresight. This creates unique insights, on which innovations are based that really resonate with your target group and offer stable growth and sustainable competitive advantages even in a more turbulent operating environment.

Does your company need new ways to get ahead of the competition, but for one reason or another, renewal has stalled? At 358, we specialize in human-centered design and know how innovations that spring from genuine insight lead to growth. Book a short chat with us, and we'll discuss your company's situation in more detail and row together towards the waters of renewal. Check out our available times here!