NewEdge is an "innovation consultancy" which claims expertise in combining research, strategy, and design. NewEdge is headquartered in London, United Kingdom and Richland, Washington, United States. The company provides innovation functions and alignment for start-up to mature businesses with an emphasis on opportunity identification, development and execution.[1] NewEdge was formed in 2003 from two separate companies with a similar vision of innovation: NewEdge, (founded by Pam Henderson, Ph.D. in Richland, WA, USA) and The Brewery (founded by Paul Stead in London, UK). Both founders act as a co-CEO for NewEdge.[2] The 50-person staff is mostly strategists, researchers, and designers, with experience in graphics, products, packaging and Web site creation.[3]
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The firm has additional locations in Seattle, WA; Pittsburgh, PA, and Chicago, IL. Both the headquarters contain "Innovation Breweries". Each "Innovation Brewery" has "confidential War Rooms" for clients to conduct workshops, research, ideation, and strategy planning. The firm also uses these spaces as focus group facilities.[4]
NewEdge has formed strategic relationships with the United States National Laboratory Systems and the Industrial Research Institute (IRI). Early on, NewEdge assisted the National Lab System to identify products and markets from technology platforms. This work became the base for developing Disruptive Market Research®, which helps to identify where new technologies can play within a market by utilizing the ecosystem around an industry, rather than just consumers. This form of research also uses design as a research and creative stimulus and focuses on divergence, not convergence for breakthrough opportunities.[5]
The firm became involved with IRI through a research project and presentation in 2006 titled “Stimulating Breakthrough Innovation: Key Principles”. Since then NewEdge has served the organization as a Subject Matter Expert on Advanced Marketing.[6]
More recently, NewEdge joined with NineSigma to produce a monthly trend report known as Antennae Trend Report.
NewEdge is built on three pillars of design, strategy, and research. The design pillar is integrated into both research and strategy from the early stages within a project. The firm takes an opportunity-based approach to innovation as opposed to an idea-based approach. The firm epitomizes this with the phrase, “You can kill an idea, you can’t kill an opportunity.” This approach helps companies to unify innovation efforts for both long- and short-term benefit. To accomplish this approach, the firm uses a variety of proprietary methodologies such as Disruptive Market Research (DMR) and the Six Dimensions of Innovation that identify and calibrate the market for potential disruptive innovations.[7]
NewEdge has worked across multiple industries for many Fortune 500 companies. Major clients have included Procter & Gamble, Dell, Ferrari, John Deere, Microsoft, Kellogg’s, Eastman, DuPont, Weyerhaeuser and DSM.[8]
The firm also produces a monthly publication in partnership with NineSigma that addresses global innovation trends, Antennae Trend Report.[9]
•Dell Adamo
•Emerging technologies
•Open Innovation
•iF product design award
•Management consulting
•Design management
•Design thinking
•Ethnography
•Industrial design
•Interaction design
•User centered design
•User experience
•“Expanding Market Opportunities through Knowledge Management”. International Journal of Knowledge, Culture and Change Management. August 2004. Retrieved 4-22-2011.
•“Just My Type”. Harvard Business Review. March 1998. Retrieved 4-22-2011.
•“Vision for innovation”. British Brands Group. Summer, 2007. Retrieved 4-13-2011.
•“Harvesting the Competitive Landscape”. Paint and Powder. December 2004. Retrieved 4-12-2011.
•“Cross-National Logo Evaluation Analysis: An Individual-Level Approach”. Marketing Science, Vol. 28, No.5. September–October 2009. Retrieved on 4-12-2011
•“Aligning Marketing and Technology to Drive Innovation”. Research Technology Management. September–October 2009. Retrieved on 4-13-2011.