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New Product Development & Innovation Webinar: Activate Your Truth!

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The Activate Your Truth approach enables businesses to push well beyond where their thinking is today and identify new areas of opportunity and of incremental sales and profits. …

The Activate Your Truth approach enables businesses to push well beyond where their thinking is today and identify new areas of opportunity and of incremental sales and profits.

This approach merges the Truth uncovered in the research process with the power of businesses’ internal subject matter experts to create a unique and powerful “Collective Genius” within the team. The team is then lead through a structured protocol which focuses the group to push beyond their current boundaries and to innovate and create actionable development work around the strategic imperatives of that specific initiative.

When you drive Activate Your Truth, a true clarity of direction is developed, the power of business propositions are fully realized and team alignment is achieved– all moving your best business thinking far beyond what traditional innovation approaches have ever achieved.



Presenters:

John Williamson

John founded Qualvu in 2007 with a vision to disrupt the $6 billion qualitative research category, by taking research out of the focus group and into consumers’ lives. Qualvu provides businesses a platform to gather online video-based insights from their customers faster and more cost effectively than ever before. As Qualvu’s Chief Executive Officer, John is responsible for the company’s strategic vision and execution, and has grown Qualvu from start-up to the leader in video-based qualitative intelligence, more than tripling revenues in 2010 with over 700 projects and over 100,000 video responses. Qualvu’s clients include some of the world’s most influential brands, including Procter & Gamble, Microsoft, Unilever, Chrysler, Toyota, Disney, Kellogg’s, and Yahoo!. Formerly, John was a founding partner of VerusLive, a pioneer in the field of online in-depth interview techniques. Innovations he helped design have been used by companies such as Microsoft, Ericsson and Comcast to conduct more than 1,000 webcam interviews across the globe. John also co-founded Jabbits, the world’s first video-based online Q&A community. John has held leadership positions in the technology industry, including Guardent, which was acquired by VeriSign in 2005, and eSoft, where he assisted on their IPO in 1999 and served as Managing Director of international sales in London. John has also successfully built various start-ups. He founded and ultimately sold Maxwell Express, a transportation logistics firm that pioneered development of technology-based delivery systems. He earned a Bachelor of Fine Arts degree in Marketing and Advertising from Southern Methodist University.

Keith Robinson

Keith Robinson has a track record of success across high-profile consumer and brand-driven companies such as Leo Burnett, Frito-Lay, Quaker Oats and Boston Market. Robinson has extensive experience and expertise in developing customer and business insights and then transforming those insights into strategies and programs that drive business results and build brands.

Robinson’s strong grounding in the consumer and insight aspects of the business started at the outset of his career with positions in marketing research with Leo Burnett Advertising and Frito Lay. Drawn by the desire to leverage those insights into a direct decision-making role, Robinson then made the transition to the brand marketing side of the business moving through positions of increasing leadership and cross-functional business responsibility at both Frito-Lay (Doritos-launching Cool Ranch Doritos, Tostitos, Lays and Ruffles) and the Quaker Oats Company (Cap’n Crunch, Quaker100% Natural, Quaker Oats brand hot and cold cereals). Robinson then moved into the retail arena with 12 years at Boston Market in a variety of roles ranging from VP New Products, to Chief Marketing Officer for the restaurant business, to developing and leading the supermarket retail business.


Eddy Wittry

Eddy Wittry is a brand and product development expert specializing in the str

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  • John sets up this product born out of consistent client need to make research work beyond consumer truth and reports and dataJohn introduces KeithJohn introduces Eddy
  • Internally DrivenUnderdeveloped OutcomesLack of….Grounding in realityFocusValidationCreative processOutcome: Laundry list of thoughtsParticipant Ill WillNot comfortableTension from AmbiguityWaste of time Low Team OwnershipInnovation FirmsExpensiveBlack box processLoss of ControlNot Grounded in RealitiesNo Team Ownership
  • HOW This approach uniquely merges the consumer Truth uncovered in the videodiary process with the power of the client’s internal subject matter experts creating a unique and powerful “Collective Genius” within the team. The team is then lead through a structured protocol which focuses the group to push beyond their current boundaries and to innovate and create actionable development work around the strategic imperatives of that specific initiative.When you drive Activate Your Truth through Qualvu, a true clarity of direction is developed, the power of business propositions are fully realized and team alignment is achieved– all moving your best business thinking far beyond what traditional innovation approaches have ever achieved. Unfiltered access to consumer truthImmerses participants in fresh insightsSubject Matter Experts drive the process
  • HOW This approach uniquely merges the consumer Truth uncovered in the videodiary process with the power of the client’s internal subject matter experts creating a unique and powerful “Collective Genius” within the team. The team is then lead through a structured protocol which focuses the group to push beyond their current boundaries and to innovate and create actionable development work around the strategic imperatives of that specific initiative.When you drive Activate Your Truth through Qualvu, a true clarity of direction is developed, the power of business propositions are fully realized and team alignment is achieved– all moving your best business thinking far beyond what traditional innovation approaches have ever achieved. Unfiltered access to consumer truthImmerses participants in fresh insightsSubject Matter Experts drive the process
  • THE WHY: Making Research Actionable
  • People/persona use video report slideWorkshop white boardConceptPeople again video diary with concepts on white board areaDevelopment Stage ActivitiesI. Pre-Summit WorkSmart Start Learning ReviewField Videodiary 1 Research II. Innovation Summit WorkImmersion Session Research De-brief + Strategy Review + Facilitated Internalization ProtocolInnovation Sessions Facilitated New Opportunity Identification and DevelopmentIII. Post Summit WorkNew Product Concept Development and RefinementResearch-ready Concept IdeasIV. Pressure TestField Videodiary 2 Pressure Test with ConsumersResearch Debrief with Client TeamProject Team Work Session to ID Concept Improvement OpportunitiesV. Post Validation WorkFinal Concept RefinementFinal High Value Concept Constructs
  • InputsProject Goals and ObjectivesSummary of Key Historical Research StudiesProject Brief Interviews with Key StakeholdersActionsPull together organizational intelligence in this arena to better inform both the research design and the innovation work yet to come.RationaleBetter research is the result of better preparation – in this stage the Qualvu team goes deep on the available client research and background information in order to pinpoint what’s known and to identify the gaps that need to be addressed so that the Videodiaries get at the real, motivating consumer truth critical for success in this segment.OutputDirection to drive Study Design Parameters and Discussion Guide Development
  • InputsHigh priority exploratory areas for the ethnographic and attitudinal researchActionsProgram Video Dairy + Collect Ethnographic Insights + Exploratory = Video ReportRationaleThe online Videodiary product delivers so much more than the insights offered in traditional focus groups – it gives qualitative research true richness, robust integrity and ultimately truth about what consumers feel and believe. The process outlined here gives the client team the benefit of Qualvu’s extensive experience in going beyond the typical content of the consumer feedback to decipher consumer emotion and intent – a critical part of understanding where a new value proposition really fits, not just a projection of how it might be scored on a list of literal, rational attributes or dimensions – in the live presentation of the final report in the client de-brief.OutputVideo summary of consumers sharing their Truth about how they view affluence and identifying the key attitudes and drivers for their spending/financial behavior
  • InputsSmart Start LearningVideo Research Report from Videodiary 1Strategic Construct/FrameworkActionsPresentation review of the learning followed by… Protocol of facilitated exercises to work the team through better understanding the learning and beginning to formulate implications for innovationRationaleThe “Insight Immersion” kicks off the team work sessions. The purpose of this stage is to root each and every team member in the truth captured in the Qualvu Videodiary 1. The collective power of subject matter experts grounded in truth from the research gets the Innovation work started off with high energy, confidence and fresh thinking.OutputFresh insights, perspectives and thinking on the business based in consumer Truth to feed the Innovation process
  • InputsImmersion from the morning sessionActionFacilitated, structured team work session with exercises designed to tap into the “Collective Genius” of the project team to identify and develop innovative high value business building initiativesRationaleThis innovation session will be a facilitated, structured work session that will enable the team to use both the direction set out in the project objectives, combined with the insights from the Videodiaries to push past what they have historically known and thought about the business and the consumer in order to draw out new areas of opportunity and development. These exercises will push to the group to explore fresh thinking and creativity; beyond what is seen in traditional new product brainstorming sessions, and to identify new and innovative business building ideas which are grounded the real-world wants and needs of the consumers.OutputRough concept constructs for 8-10 high potential business building initiatives
  • InputsRough concept constructs for 8-10 high potential business building initiativesActionQualvu team works offline to further develop and refine conceptsRationaleThe “QVU Concept Development” stepis designed to focus and to speed up the process. Not all results are best achieved in a larger team meeting – The content and direction generated by the team in the Innovation Sessions will be substantial, but not fully formed; and the need for it to be quickly distilled down to key concepts will be key. The Qualvu Strat Team works at this phase, off-line, in order to bring the group’s concepts to life and into sharp focus. The Qualvu Strat team will step back from the inputs developed with the group in order to more fully form the concept direction and to apply the focus offered by the filter of the strategic framework yielding refined and tightly written concept statements. OutputDraft concepts for review by the project core team
  • InputsDraft concept statementsActionReview draft concepts with Project core team to get direction for refinement/improvementRationaleThis meeting, conducted over WebEx, is designed to allow the Project core team to steer the editing and refining of the draft concepts in order to get them to the research ready stage.OutputResearch ready concept statements
  • InputsResearch ready concept statementsActionsVideodiary 2 to pressure test concept ideasRationaleVideodiary research to get initial consumer reaction and input to refine the concept statements.Assignments will include questions designed to evaluate each concept / construct to identify strengths and weaknesses. Initial reaction Likelihood to purchase (why/why not)Usage scenarios (replacement or addition to current)Suggestions or improvements OutputVideo research report with consumer reactions to the concept statements
  • InputsInitial Written ConceptsVideo Research Report from Videodiary 2ActionsPresentation Concept Reactions of the target followed by… Protocol of facilitated exercises to enable the team to efficiently digest/react/respond to research participant’s feedback on the concepts.Identify areas/implications for concept improvements.RationaleThis session is designed to ground and direct the team’s final concept refinement. The purpose of this stage is to root each and every team member in the truth about consumer reaction to and interest in the concepts as captured in the Qualvu Videodiary 2. The collective power of subject matter experts grounded in truth from the research again will channel the team toward optimizing the concepts through the insights derived from consumer’s reactions.OutputDirection on the highest potential concept directions and opportunities for refinement
  • InputsVideo research reportOutput from project refinement sessionActionsFacilitated team session to identify improvements and refinements to the top conceptsRationaleThe second half of this WebEx-run session will be focused on Team “Concept Refinement.” The team will be facilitated through a protocol to generate discussion of the learning on each concept idea and to explore how those concepts might be further refined and improved. Through the exploration and discussion of the learning from each concept, team solutions and ideas for improvement will be recorded pushing this team toward alignment and closure on optimizing the concept intent and appeal to consumers.OutputDirection for Qualvu to move to concept finalization
  • InputsDirection for Concept FinalizationActionQualvu team works offline to further develop, refine and polish final conceptsRationaleThis “QVU Concept Development” stepis designed to take the content and direction generated by the team in the Concept Refinement Workshop and to actively incorporate it into the development of final, refined concepts. These concept statement will be tightened and polished to form final concept statements. OutputFinal concepts for review by the MasterCard core team
  • People/persona use video report slideWorkshop white boardConceptPeople again video diary with concepts on white board areaDevelopment Stage ActivitiesI. Pre-Summit WorkSmart Start Learning ReviewField Videodiary 1 Research II. Innovation Summit WorkImmersion Session Research De-brief + Strategy Review + Facilitated Internalization ProtocolInnovation Sessions Facilitated New Opportunity Identification and DevelopmentIII. Post Summit WorkNew Product Concept Development and RefinementResearch-ready Concept IdeasIV. Pressure TestField Videodiary 2 Pressure Test with ConsumersResearch Debrief with Client TeamProject Team Work Session to ID Concept Improvement OpportunitiesV. Post Validation WorkFinal Concept RefinementFinal High Value Concept Constructs
  • Transcript

    • 1. Watch the recorded video session!
    • 2. Activate your truth
      Breakthrough in New Product Development
      Drive innovation
      From Research to P&L
      Watch the recorded video session!
    • 3. Your presenters
      John Williamson
      CEO & Founder
      Email: jwilliamson@qualvu.com
      Twitter: @johnmwilliamson
      Keith Robinson
      Senior Strategist
      Email: krobinson@qualvu.com
      Eddy Wittry
      Senior Strategist
      Email: ewittry@qualvu.com
      Watch the recorded video session!
    • 4. Let’s define innovation
      There’s the Wikipedia version…
      1:the introduction of something new
      2:a new idea, method, or device
      Then there’s your version …
      1: ideas and action that impact your P&L
      2. research with huge stakes
      Watch the recorded video session!
    • 5. The problem
      innovation & research are broken
      Watch the recorded video session!
    • 6. Innovation today
      Internally Driven
      • Underdeveloped Outcomes
      Lack of….
      Grounding in reality
      Focus
      Validation
      Creative process
      • Participant Ill Will
      Not comfortable
      Tension from Ambiguity
      Waste of time
      Low Team Ownership
      Innovation Firms
      • Expensive
      • 7. Black box process
      • 8. Loss of Control
      • 9. Not Grounded in Realities
      • 10. No Team Ownership
      Outcome Risky, tough to
      execute ideas
      Outcome Laundry list of thoughts
      Watch the recorded video session!
    • 11. What’s needed
      You need to base innovation on Truth
      Unbridled reality of your customers and potential customers
      Functional realities of your internal business & stakeholder
      The Innovation process itself begs for Innovation!
      Changing behavior of your potential customers
      Efficient, fast, integrated, and cost effective new ways
      Innovation can’t happen in a vacuum
      Stakeholders MUST be involved
      Cross-organizational commitment = Big wins
      Watch the recorded video session!
    • 12. The Activate Your Truth Approach
      Activate Your Truth
      SOLUTION
      Watch the recorded video session!
    • 13. INNOVATION
      Innovation in innovation
      TOMORROW
      Internal Truth-based
      Cross disciplinary
      Subject Matter Experts
      Real Innovation from
      a Higher Standard of
      Collective Intelligence
      External
      Truth-based
      consumer insights
      Watch the recorded video session!
    • 14. Innovation in innovation
      INNOVATION
      TOMORROW
      External Truth
      Internal Truth
      Innovation
      +
      Internal Truth-based
      Cross disciplinary
      Subject Matter Experts
      Real Innovation from
      a Higher Standard of
      Collective Intelligence
      Watch the recorded video session!
    • 15. External truth : Consumer insights
      The company that brought innovation and better intelligence to qualitative market research
      Online video feedback – out of the focus group and into people’s lives
      World class Strategy and Actionable Reporting
      Watch the recorded video session!
    • 16. internal truth: Key to innovation
      • Led by research, executed across teams vital to innovation success
      • 17. The right prism for consumer insights and “A-Ha!” insights
      • 18. Enthusiastic buyin across and up the organization
      Watch the recorded video session!
    • 19. More specifically, The “Activate Your Truth” approach…
      • pushes you well beyond where thinking is today
      • 20. identifies new opportunities to deliver growth
      • 21. leverages your internal experts
      • 22. produces grounded innovation
      • 23. truly activates consumer insight
      • 24. enables you to control your innovation process
      Watch the recorded video session!
    • 25. INNOVATIONEMERGES FROM
      INFUSING FRESH & accurate
      INSIGHTs WITH Subject matter
      experts IN A DISCIPLINED
      PROCESS
      Watch the recorded video session!
    • 26. ACTIVATE YOUR TRUTH
      PROTOCOL
      Watch the recorded video session!
    • 27. HOW IT WORKSACTIVATE YOUR TRUTH
      Pressure Test
      Preliminary
      Concepts
      Refine &
      Adjust Final
      Concepts
      Discover
      Consumer
      Opportunities
      Internal Team
      Builds Initial
      Constructs
      Smart Start
      AN INTEGRATED SOLUTION COMBINING INNOVATIVE CONSUMER RESEARCH WITH INTERNAL BRAND EXPERTS TO BUILD INNOVATION CONSTRUCTS
      Watch the recorded video session!
    • 28. Start Smart
      your internal pre-summit
      Watch the recorded video session!
    • 29. INTERNAL PRE-SUMMIT
      BUILDING FOUNDATION
      Moderated internal working session
      Attendees: Qualvu Strategy Team
      Watch the recorded video session!
    • 30. BETTER PREPARATION: BETTER RESEARCH
      INITIAL PROJECT
      Right Participants
      Qualvu Collection
      Video Report:
      Actionable Recommendations
      Rich Insights
      Watch the recorded video session!
    • 31. Innovation summit
      identifying & uncovering new opportunities
      Morning sessionafternoon session
      Watch the recorded video session!
    • 32. MORNING: INSIGHT IMMERSION SESSION
      Review Qualvu output
      Candid, truthful video sessions
      Grounding internal stakeholders in the Insights
      Internal Truth
      Watch the recorded video session!
    • 33. AFTERNOON:INNOVATION WORK SESSION
      Internal Team
      Collective Intelligence
      Consumer
      Insights
      Collective
      Genius
      Innovation
      Purpose: Leverage ‘world view’ to build highly relevant concepts
      The Qualvu Innovation process combines the “Collective Intelligence” of your Internal Team with consumer insights to identify and develop new thinking.
      Watch the recorded video session!
    • 34. Build initial concepts
      post summit
      Watch the recorded video session!
    • 35. CONCEPT DEVELOPMENT PHASE
      POST INNOVATION SUMMIT
      The Qualvu Strategy Team:
      …brings the group’s concepts to life and into sharp focus.
      …will step back from the inputs developed to fully form the concept direction and to apply the focus offered by the filter of the strategic framework.
      …yields refined and tightly written concept statements.
      …then back to the Team
      Watch the recorded video session!
    • 36. TOTAL TEAM CONCEPT SESSION
      Purpose: Leverage World View on Research Ready Concepts
      Watch the recorded video session!
    • 37. Pressure testing & Refining concepts
      Watch the recorded video session!
    • 38. 1. PRESSURE TEST PROJECT
      Purpose: Fully validate Concepts Against Consumer Truth
      Initial reaction
      Usage Scenarios
      Suggestions
      or
      improvements
      Likelihood
      To purchase
      Watch the recorded video session!
    • 39. POWERING THE PRESSURE TEST
      Purpose: Revise Concepts Based on Consumer Insights
      Truthful Human Intelligence:
      • Deeper insight than traditional methods
      • 40. In the moment, cultural, and ethnographic
      • 41. Better feedback = better concepts
      Watch the recorded video session!
    • 42. 2. CONCEPT REFINEMENT WORKSHOPPOST PRESSURE TEST
      Purpose: Prepare Final Concept Recommendations for Team Review
      Watch the recorded video session!
    • 43. REFINE & construct final concepts
      Watch the recorded video session!
    • 44. REFINE FINAL CONCEPT
      Tight, organized conclusion to the Activate Your Truth process
      Watch the recorded video session!
    • 45. PROCESS RECAP
      ACTIVATE YOUR TRUTH
      Pressure Test
      Preliminary
      Concepts
      Refine &
      Construct Final
      Concepts
      Uncover New
      Opportunities
      Build Initial
      Concepts
      Smart Start
      Watch the recorded video session!
    • 46. Activate your truth
      You gain innovation based on Truth
      Unbridled reality of your customers and potential customers
      Functional realities of your internal business & stakeholders
      Infuse the Innovation process with Innovation
      Changing behavior of your potential customers
      Efficient, fast, integrated, and cost effective new ways
      You are the leader of a team-empowered process
      Stakeholders involved
      Cross-organizational commitment = Big wins
      Watch the recorded video session!
    • 47. Watch the recorded video session!