It is important to fully understand the client’s needs and desires for their new product, where this product will fit in a complex marketplace and what the competitive advantages of this new innovation will be. Discovery workshops are used to map the user requirements, observational research is carried out into real world environments to help identify the ideal solution, what is the best technology to use and how to support the intended business outcomes. This is achieved using brainstorming, competitor research, product matrix mapping and ideation methodologies to extract and expand on this information.