Amidst a saturated and commoditized mass market, DISH needed to rise above price sensitivities as a selection criteria, and find a way to truly engage its consumers. BrandJuice went to work uncovering emotional drivers of technology engagement relative to lifestyle and consumer consumption behaviors. A range of qualitative research (in-homes, online video diaries and online forums) surfaced insights that fueled a day of ideation (Creativity Collective®). Eight market-ready product innovation platforms–relevant to business and evolving consumer needs–were mapped against a 2-3 year horizon and delivered to the R&D team as a roadmap for action.