Whether it’s a new product, a reinvigorated marketing plan or a concept for more efficient operations, innovation is the cornerstone of growth. Some companies have built a brand on it. Others, to their own peril—and near doom—have ignored it.

Most research projects create a picture of what’s already occurred. They can detail—often with finite precision—purchase patterns, motivations and satisfaction. But research can and should have a more compelling role than simply documenting the past.