SKIM: Boost your Product Innovation


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There is a lot at stake when launching a new product. In this presentation we explain how a dynamic optimization approach can help you identify the perfect combination of elements to make your innovations succeed, ahead of competition. Whether you are designing a new product or the advertising to launch it, our methodology allows you to quickly explore and test numerous potential variations and pinpoint the key elements that will make consumers buy.

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SKIM: Boost your Product Innovation

  1. 1. Boost your Product Innovation SKIM Virginie Jesionka | Mini Kalivianakis
  2. 2. When thinking of developing an innovative product, many features can be varied to build an optimal concept. For a phone, you can think of coverage, camera type, waterproof option, storage…
  3. 3. A typical market research solution is to combine different levels of each product feature to create concepts, to have them evaluated by respondents and to estimate the value of each level. SD 5 MP SD 4 MP SD 5 MP
  4. 4. When it comes to accumulating the different product features and levels, the amount of combinations quickly adds up. This means that each individual concept might be seen by very few (or no) respondents.
  5. 5. In some areas, that’s not a problem : for example in telecom. Putting the best levels of all product features together, will give you the best phone.
  6. 6. But when it comes to optimizing FMCG products, the overall concept needs to make sense and drive a coherent message which fits the brand image.
  7. 7. Treating your concept as a sum of perfect levels is a risk, and could lead to a “Frankenstein effect” as nobody - or very few respondents - really evaluated the final concept.
  8. 8. This situation arrives very quickly as already 4 features with 4 levels leads to 256 possible combinations…
  9. 9. NO LIMIT As we are in the early stage of the innovation process, this is the time where creative ideas should have their place. No constraints should be made in the amount of levels and features to try.
  10. 10. In a nutshell, our dynamic optimization method is about considering all the possibilities (all features with all different levels), while finding the best concept that has been evaluated by a sufficient amount of respondents.
  11. 11. Our solution is to break down the optimization process into steps. Each step consists of creating a few concepts, having them evaluated by respondents, running a regression to identify the worse levels and removing them from the set up. By doing so, we learn more an more at each step on the preferred concepts.
  12. 12. In the very last step, all final (10) concepts are being evaluated by a sufficient set of (60) respondents. This allows a very good read on the winning concept. 10 60
  13. 13. So far for the theory. In practice, we program all this stepwise approach in advance. We determine sample size, levels to be removed and experimental designs. So once we go into field, our optimization algorithm works on his own until it gives us the solution.
  14. 14. Let’s go through a case study regarding an anti-parasite product packaging.
  15. 15. The goal was to optimize their current packaging.
  16. 16. Design, color, cat picture, claim, logos… Many pack features could vary, leading to 108,000 possible concepts.
  17. 17. How likely would you be to purchase this product? Respondents were facing a 5 minute evaluation survey with 10 screens with a different pack to evaluate. Extremely unlikely Neither Likely nor unlikely Extremely likely
  18. 18. In the end, with 400 respondents, the possibilities were narrowed down in a step-wise process to an optimal concept which proved to be significantly better than the current packaging.
  19. 19. At the end of this optimization process you will have a clear recommendation on the best concept (or set of winning concepts), with performance indicators for all features & levels. Additionally, qualitative insights on why and how can be provided for the winning concepts.
  20. 20. Respondents can click on concept elements and provide (open end) feedback on what they like most and least. + -
  21. 21. This dynamic optimization approach has multiple applications, anything combining text and visuals. PRODUCT CONCEPT BROCHURE ADVERTISEMENT
  22. 22. Boosting product innovation Robust results No Frankenstein No limit in options
  23. 23. Boost your Product innovation Mini Kalivianakis Virginie Jesionka +31 10 282 3551 +31 10 282 3532