A tremendously actionable tool I've used several times in my career to develop Strategic Innovation Roadmaps are Need State Maps. 
 

This useful tool helps to identify key drivers for brand selection by utilizing Consumer Segmentation analysis with Usage and Attitudinal studies. The result of deep analysis of your brand and an assessment of your competitors leads one to determine: 

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• What occasion you're buying it for

• When you are having the occasion

• Who is with you for that occasion

• Type of activity you are doing 

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In addition to creating an opportunity map to further prioritize Needs State territories to explore, based on identifying: 

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• Portfolio Gaps - the competition fills the space but the current offering does not

• White Space - No one in the category is occupying the Need State space 

• Perfect Offer Space - Options exist to fill the space, but perhaps not the perfect offer

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The following is a case study of turning "insight into action" while I was at Ajinomoto Windsor Foods. 

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• Developed a comprehensive consumer Need State Mapping and Strategic Roadmap for new business development

• Led ideation and exploration efforts against prioritized Need States territories with Culinary Expert Panel

• Identified over +20 new product concepts and created a 3-year new product pipeline road map

• Led product development, commercialization and marketing launch support plan on key platform initiatives