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Creation of an Innovation Based on Changes in Consumer Value of a Category

Student: Ekaterina Polikarpova

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

This study focuses on innovation as the main driver of business growth nowadays. Describing several types of innovation, the research focuses on the implementation of disruptive innovations that entail the creation of a new category as a way to compete in the modern market. The research has a practical purpose, namely, to create an innovation that corresponds to the consumer value of the category. The main research methods are interviews and thematic content analysis, the results of which will determine the necessary characteristics of the future product and the uncovered needs of the audience in the process of using bag organizers, as well as a survey, which will be used to quantify the attractiveness of the created innovation.

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