InnovationSolve™'s dynamic capabilities include automated and directed product movement on the strategy map.  In directed movement the strategist "drags" a product to a new position  using competitive repositioning (CR).  In CR the system mathematically solves for all the possible ways to arrive at that new location.  In automated movement the system runs millions of changes to a given product to discover its competitive niche (CN).  See the competitive repositioning (CR) and competitive niche (CN) benefit analysis descriptions below.

InnovationSolve™ has all the capabilities of PositionSolve,™ that is, it is a superset of PositionSolve™. As such, it allows the strategist to understand which competitors are truly closest to one another, how far products can move on the brand landscape, how diffuse a product's brand image is, how to penetrate competitive niches, how to visualize market segments, and how to perform competitive repositioning.

In addition to Respondent Mapping, InnovationSolve™  has another way to locate respondents on the brand landscape.  It uses Global Motivational Framework (GMF) theory which posits that consumers purchase to satisfy felt needs.  GMF theory allows us to calculate the center of those needs.  In the projections above the fuzzy spheres are the centers (centroids) of the global motivational needs for each consumer (their "Ideal Point".)  InnovationSolve™ also can project centers of need for each purchase or consumption occasion.

Just as PositionSolve™ can visualize products or brands in terms of  attributes, InnovationSolve™ can visualize the center of products or brands in terms of Global Motivational Benefits on the DemandScape.™

Recall that the DemandScape™ is based on Global Motivational Benefits.  InnovationSolve™ can generate and plot three different types of segments on the DemandScape: ™  1) Benefit Endpoint Clustering (BEC) which is built into InnovationSolve,™ 2) Consumer Benefit Occasion (CBO) segments or 3) Average Consumer Benefits (ACB's) segments.  The last two kinds of segments are calculated using the clustering capabilities built into SegmentSolve™, DSS's segmentation decision support software.

InnovationSolve™ allows the strategist to define a new location for an innovation two ways: 1) by moving to an area of demand OR b) defining that new location in terms of existing brands or benefits.  The Innovation Simulator then builds that new innovative product and identifies which products will lose most share and where the new innovative product will “land” on the DemandScape™.

One of InnovationSolve™'s unique capabilities is that it uncovers latent demand within the brand landscape.  Demand is the missing link in most strategy systems.  Demand (seen here as  bright semi-transparent spheres) tells us where we should build new products as well as telling us how we should message that new innovation.  Being the first competitor to meet latent demand, of course, often yields dramatic improvements in market share.

InnovationSolve™ also probes into every point in the DemandScape™ to find if building a product at each of those locations will either create new demand or win share from existing competitors.  The best of those newly developed products can then be handed over to the ProductSolve™ simulator to identify how much preference share and dollar volume opportunity will be produced when that product is launched.