---
title: "Health and well-being innovation research | antedote"
description: "Staged digital ethnography with a consumer services group’s customers, opportunity areas and cross-business ideation for health and well-being innovation."
url: "https://antedote.com/explore-our-work/where-to-innovate-in-health-and-well-being/"
author: "antedote"
---

# Choosing where to innovate in health and well-being

A customer’s health doesn’t divide neatly along business lines. A consumer services group wanted well-being ideas its businesses could build together, so we started from customers’ lives and led ideation across the group.

**Client**
Consumer services group

**Industry**
Health and wellness

**Kind of work**
Innovation and concept development

**Our role**
Staged digital ethnography, opportunity areas and cross-business ideation in health and well-being

## What happened next

Several ideas went forward for execution, and the group took up five opportunity areas for its new value propositions.

## The question

The group wanted its next ideas to start from the customer’s life, beginning with health and well-being.

That topic runs from sleep and fitness to mental health, nutrition, sex and illness. The group wanted to know where needs were least well served, which spaces were ripe for new ideas, and how teams from across its businesses could build propositions in them together.

## Our approach

We designed the exploration around how confident customers felt with health and technology, so each person chose how to take part: phone, video, email or online.

People mapped a day of living their best life, built their own wheel of health and well-being, and explored each part of it as a room with its heroes and villains.

They nominated products for a hall of fame and a hall of failure, and described the turning points when they noticed their health change. Between stages, we set the focus with the client team.

We debriefed through participants’ own films and photographs, and shaped the evidence into opportunity areas: the spaces where the group could innovate.

## What the team came away with

The debrief fed a workshop with people from every business unit, where teams built on one another’s ideas from a shared customer territory.

The ideas were prioritized and captured on proposition templates, each setting out how the proposition would work, how it would make money, and the needs and benefits it would put first.

> “This work is a demonstration of how insight and ideation should work: agency and client working hand-in-glove to take potential above and beyond where any of our stakeholders could even imagine was possible. I couldn’t be more delighted.”

*Chief Customer Officer, consumer services group*

Who we heard from

The group’s own customers, each taking part by phone, video, email or online activities

## Related work

[View innovation and concept development case studies](https://antedote.com/explore-our-work/?work=Innovation%20and%20concept%20development#library)

- Vitamins and supplements

    ### [Setting priorities for a supplements innovation pipeline](https://antedote.com/explore-our-work/a-supplements-pipeline-built-to-be-tested/)

    One idea from the program went on to full concept testing.

- Foodservice

    ### [Choosing which future food models a foodservice company should back](https://antedote.com/explore-our-work/future-food-models-sized/)

**What we do**
[Innovation](https://antedote.com/what-we-do/innovation/)

## Deciding where to grow, or what to develop?

Bring an ambition or an early idea, and we’ll talk through where to start.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

A partner or director will reply.