Speeding Up Innovation

And Squeezing More Insights

By John Kearon,  Chief Juicer
BrainJuicer Ltd

Iflmflulwififldpzkndbnj Bx...
The Challenge

“We've just inherited an almost empty innovation funnel, 
our brand share is falling fast and we absolutely...
Innovation Funnel Theory

Launchlroll ou
Why Funnels

Innovation Funnel ‘Mount Improbable’

Generate / 

Test Test
Generate Generate

Test Test
Generate Generate

...
Innovation Funnel Theory

Launchlroll ou
Innovation Funnel Reality

Post Launch
Rr. -view

Ideaiion

Less open More constricted Much longer

=  11.5 MONTHS OF RESE...
Applying the Internet to the Funnel

Launch
Proposal

Iduulion

' 6.5 MONTHS OF RESEARCH & 28 MONTHS TO LAUNCH

ldeation F...
Applying Innovation & Internet to the Funnel

harter

ldeatlon

Intemal screening of 300
online brainstormed ideas
by team...
Current
Internet
Innovation + Internet
Innovation,  Internet & Iteration
Best of Both Worlds Research

-I  009 . 
H)/ Petheeie testing '  bfdlni U )3 i", €="I-or-I - Hypothesis creation
Robust» l...
3 hllp II?12 87 1'33 C3/devfflfl| (III| J0?Ichecl_cundtInn:  asp - Nlcmmll lnlevnal Etploux  E

Hello. ..

may I take a mome...
I 3 Mltd Render - Mocruxnll lnlunel Explore!  ptmnded by Blupenvooild

T", '[: lt: ‘ -, -our .3 - C|3f‘D‘iE above oi’ : li...
a Mini Reade M icrmnfl lnlemel iuiluier invited by 8 lnpumortd _

r

    

‘ ‘ What 3 things come to mind when you think o...
M lcrnsnll lnlemel Eullniet piniile B lnpemvnrld _

    

 

‘ ‘ What 3 things come to mind when you think of ‘Iced Tea‘ 7...
I 3 Mid Render - Mocruxnll lnlunel Explore!  ponded M Blupenvooild

T", '[: lt: ‘ -, -our .3 - C|3f‘El"lS above or clIi: L...
M lcrnsnll lnlemel Eullniet piniile B lnpemvnrid _

    
 

 

  

4
‘ ‘ Thinking about ‘iced Tea‘ what comes to mind if I...
I 3 Mid Render - Mocruxnil lnlunel Explore!  ponded M Biupenvooild



T", '[: lt: ‘ -, -our .3‘3‘3l'JC|3f‘El"lE above or c...
M lcmsnfl lnlemel Eullnlet pmide B lnpemvofld -

 

 

4
‘ ‘ Thinking abom ‘Iced Tea‘ and ‘Ielueshing‘ what comes lo
a v P m...
M lcmsnfl Inlemel Eullnlet pavitle B lnpemvofld -

 

 

4
‘ ‘ Thinking about ‘Iced Tea‘ and ‘teIueshing‘ what comes to
t v ...
I 3 Mad Render - Mocvuxnfl Inlunel Explore!  ptmnded by Blupenvoovld

A;  you are the M3! person In -3.3-. -‘ this piease ...
lcuesnfl Inlemel Eullnlet B Tnpumurtd _

 
 
  

      
    

‘ ‘ Please scoue each olyouu associations below.  Not how
I r...
3'“ Omar Associations

I cold
2 use cms

ISNOIV
Zcbil
t‘rozeuu

1 lemon
2 sweet. 

Iutvi
Zretmhin

tsornhrqulutw

Zornatrn...
Speeding up Innovation. ..

Chilflcr

Contract
Launch

Proposal

Twice the number of ideas
Ten times as many consumers
In l...
1 Year Later

‘‘In less than a year,  we’ve gone from an almost empty funnel
to a full one,  we've got a great new product...
Speeding Up Innovation

And Squeezing More Insights

By John Kearon,  Chief Juicer
BrainJuicer Ltd

iflmflulwififlduzkndbnj Br...
Speeding up Innovation
Upcoming SlideShare
Loading in...5
×

Speeding up Innovation

10,880

Published on

Speeding up Innovation

Published in: Business, Technology
5 Comments
49 Likes
Statistics
Notes
  • Very effective way to explain on the subject.

    Roy Jan
    http://au.freepolyphonicringtones.org/ http://at.freepolyphonicringtones.org/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • As a management instructor I appreciate viewing the work of others. This is among the greatest display on planning I've viewed.
    Teisha
    http://dashinghealth.com http://healthimplants.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hello

    I am Ram from chennai India

    Nicepresentation.

    Can you send the file to my mail id - ram_123_2001@yahoo.com

    Thanks in advance

    R.Ramkumar
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Nice presentation...Artistically and logically done..
    Its as good and efficient as my Audi 200 Quattro Ball Joint- http://www.autopartswarehouse.com/shop_parts/ball_joint/audi/200.html

    Keep it up!<br /><br/>
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Incredible diagram, thanks a lot! :-)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
10,880
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
5
Likes
49
Embeds 0
No embeds

No notes for slide

Speeding up Innovation

  1. 1. Speeding Up Innovation And Squeezing More Insights By John Kearon, Chief Juicer BrainJuicer Ltd Iflmflulwififldpzkndbnj Bxigfhlhtli Rhlflariiarlti
  2. 2. The Challenge “We've just inherited an almost empty innovation funnel, our brand share is falling fast and we absolutely have to launch some successful new products within the next 18 months . ..and our normal system takes almost double that. Do you think you can help? ”
  3. 3. Innovation Funnel Theory Launchlroll ou
  4. 4. Why Funnels Innovation Funnel ‘Mount Improbable’ Generate / Test Test Generate Generate Test Test Generate Generate Test Test Generate Generate Test Test Generate Generate Test Test Generate Generate Test Test / Generate = Diversity x Competition x Iteration
  5. 5. Innovation Funnel Theory Launchlroll ou
  6. 6. Innovation Funnel Reality Post Launch Rr. -view Ideaiion Less open More constricted Much longer = 11.5 MONTHS OF RESEARCH & 36 MONTHS TO LAUNCH
  7. 7. Applying the Internet to the Funnel Launch Proposal Iduulion ' 6.5 MONTHS OF RESEARCH & 28 MONTHS TO LAUNCH ldeation Feasibility (wks) Capability Intemal screening of Focus groups to develop 4 Concept / packaging brainstormed ideas by team the lead 1-2 ideas lesiing Focus groups to explore Quantitative concept test 4 > 1 Volunneirics (simulated the top 6-12 ideas on the lead idca(s) test market) Quantitative early concept Focus groups to develop Advenising deVe|0Pmeni screening 6«12 ideas prototypes! mix options focus groups Focus groups to develop In-home product Ad Pic-10$! (00nCUI’fcnl those ideas testing with Volumetrics) Quantitative concept test on the lead 4/5 ideas
  8. 8. Applying Innovation & Internet to the Funnel harter ldeatlon Intemal screening of 300 online brainstormed ideas by team Quantitative early concept screening 6-12 > 60 ideas Quantitative concept test on the lead 4/5 >10-12 Launch Post ’ osal Launch = 4 MONTHS OF RESEARCH & 18 MONTHS TO LAUNCH Feasibility (wks) Focus groups to develop 4 the lead 1-2 ideas Quantitative concept test on the lead idea(s) 4>1 In-home product testing Twice the number of ideas Ten times as many consumers In less than half the time Cagabilig Concept / packaging testing Volumetrics (simulated test market) Advertising development focus groups Ad pre-test (concurrent with Volumetrics)
  9. 9. Current
  10. 10. Internet
  11. 11. Innovation + Internet
  12. 12. Innovation, Internet & Iteration
  13. 13. Best of Both Worlds Research -I 009 . H)/ Petheeie testing ' bfdlni U )3 i", €="I-or-I - Hypothesis creation Robust» large n ' 1 “ ‘ - Inspiring, insightful Confidence/ norms — _ Diagnosis (why) - Motivation Tables/ figures - - Creativity Net User f"ie"diY ' - Relatively fast Lack Of inspiration ' - Less expensive insights (why) . ... ... ... ... ... ... ... .. _-_ Time consuming - - mdicative Robust Numbers E"F’e“S“’° ‘ Rich Insights - Not robust
  14. 14. 3 hllp II?12 87 1'33 C3/devfflfl| (III| J0?Ichecl_cundtInn: asp - Nlcmmll lnlevnal Etploux E Hello. .. may I take a moment to juice your brain? Anainerz are aripm-nit-us [unless you thocse to afihnrthemji
  15. 15. I 3 Mltd Render - Mocruxnll lnlunel Explore! ptmnded by Blupenvooild T", '[: lt: ‘ -, -our .3 - C|3f‘D‘iE above oi’ : lii: L. below to agree with Bustling a: :—oti.3tii3ri; l'~~; i:rItii9 Continental sophisticated not yet in tie l. |l"
  16. 16. a Mini Reade M icrmnfl lnlemel iuiluier invited by 8 lnpumortd _ r ‘ ‘ What 3 things come to mind when you think of ‘Iced Tea‘ 7 9 D . P ‘ . . I‘ i I I [Submit] ‘-, -i: iiiv ? i—V? {ll| ll"i‘ i I ‘ '--up i iiIi. "'Ilii" ‘- “II-iiiir: '. liiiI: A4llllI5iV’1|l>iklli| llD3
  17. 17. M lcrnsnll lnlemel Eullniet piniile B lnpemvnrld _ ‘ ‘ What 3 things come to mind when you think of ‘Iced Tea‘ 7 9 D . P ‘ . . If iefieshin Zoriiinemal noi niniheljlf Submit T9 T , V" , ‘-, -i: iiiv ? i—V? {ll| ll"i‘ I I ‘ '--up I iiIi. "'Ilii" ‘- “II-iiiir: '. liiiI: A4llllI5iV’1|l>ikili'llDT
  18. 18. I 3 Mid Render - Mocruxnll lnlunel Explore! ponded M Blupenvooild T", '[: lt: ‘ -, -our .3 - C|3f‘El"lS above or clIi: L. below to agree with isxistirig as: —cici.3tiori; sophisticated
  19. 19. M lcrnsnll lnlemel Eullniet piniile B lnpemvnrid _ 4 ‘ ‘ Thinking about ‘iced Tea‘ what comes to mind if I were to i n say to you 'iefieshing' ? . P ‘ 1 . I- ‘ Submit| ‘-, -i: iiiv ? i—V? {ll| il"il I I ‘ '--up I iiIi. "'Ilii" ‘- “II-iiiir: '. liiiI: A4llllI5iV’1|l>ikiii'llDT Ir.
  20. 20. I 3 Mid Render - Mocruxnil lnlunel Explore! ponded M Biupenvooild T", '[: lt: ‘ -, -our .3‘3‘3l'JC|3f‘El"lE above or clIi: l. below to agree with isxistirig as: —cici.3tiori; | 'YlCll. ll. i'i w.3!»: irirIg - r ‘ . . C’I: |llIl-[Iii cairimonm are arid apple
  21. 21. M lcmsnfl lnlemel Eullnlet pmide B lnpemvofld - 4 ‘ ‘ Thinking abom ‘Iced Tea‘ and ‘Ielueshing‘ what comes lo a v P mind if I were lo say to you ‘thirst quenching‘ 7 » I . I‘ ‘ Submn[| -L‘ ‘n I I: >u| x:-‘ :1 u: ;s, <4IlIII-. .,~¢c, --u . « I ‘: p:»~1: ‘viii: ‘I v : >34r1Iyni}w : . '1I. .'
  22. 22. M lcmsnfl Inlemel Eullnlet pavitle B lnpemvofld - 4 ‘ ‘ Thinking about ‘Iced Tea‘ and ‘teIueshing‘ what comes to t v P mind if I were to say to you ‘thirst quenching‘ 7 » I . I‘ good summev drink ‘ SubmIt| -L‘ ‘n I I: >H| w:'‘ :1 u: ;s, <4IlIII-. .,~¢c, --u . « I ‘: p:»~1: ‘viii: ‘I v : >34r1Iysi}w : . '1I. .'
  23. 23. I 3 Mad Render - Mocvuxnfl Inlunel Explore! ptmnded by Blupenvoovld A; you are the M3! person In -3.3-. -‘ this piease T7138 -. -our .1'- EJE| ]fxC" shave
  24. 24. lcuesnfl Inlemel Eullnlet B Tnpumurtd _ ‘ ‘ Please scoue each olyouu associations below. Not how I r stuongiy you agree with them but how you Ieel about each V P ie for you. is that association positive. negative on ‘ « IA neutual? E Z _ i-4 " r-. - ' us ' r ' ' ' u 'II'| Wm '’ ‘ wuiflu NIH '3 V . 1'! I ~—-Ir ~ I6 Iuflw ‘iIi"I(‘”L' '5 ‘ -u- uiullm w'u‘uui "5 I4-I M1 ‘M11 us 4% «oh Hut "5 I '<I~ u. nu-W I 5 . “.n| ‘ —. .,uu u —m. ... —ur. '. ‘
  25. 25. 3'“ Omar Associations I cold 2 use cms ISNOIV Zcbil t‘rozeuu 1 lemon 2 sweet. Iutvi Zretmhin tsornhrqulutw Zornatrnea Zvuavm ttaaban I Cidm Powered by Mind Reader 2"‘ Order Associations 1- Tog 8 Associations ‘ 2. vunnnou 1. cold 5. horrible y ~ I n 12§_t2l': sJ' EH31 r . , 1. refre n L , ‘, ,,_, - -' e . n trefruhhg > I u; . E2 15:, 43 .5: '4. new Iced Tea 236 UK respondents ‘ nu“: ‘ Z 000' 3. ice 1. surruuum I 3. lemon 9.Q_£121”xJ SLIDE) '4 . '.‘m'; ‘ K 1. hot ‘ 2.I£ 4.103 B brown 3 - . Q5. 2:‘. , . , V 4 I"-L" LU‘ hu'mero‘nueruuo'usu"’ri «Z141 - .1 9 ©averaged . ... ._ ‘W | Hi)w . . . . . .. ‘O’ each 2"“ Order ASSOCIBIIOTIS ‘ C at uslun r «‘ wld lea ‘ "I-u‘»1n, ‘ . ."SU'| lV . mouth waterirI_ 2. coo! 3. zes 1. hot 2. Holid 4 EE-93' association ® 3" Oder Assocatims n'. -n. -1 ‘J 'rvEIru1 A‘ «fin 4 . ' ’u't"1’Ir Lddcnotus 12.2. A ‘ 1.Irui 1 Zuhu 1.dilIk t,9InmIrInpool 1AL Lambert Lseasorna 2.nIn L Produced 5/9/02
  26. 26. Speeding up Innovation. .. Chilflcr Contract Launch Proposal Twice the number of ideas Ten times as many consumers In less than half the time Squeezing more Insights. ..
  27. 27. 1 Year Later ‘‘In less than a year, we’ve gone from an almost empty funnel to a full one, we've got a great new product ready to launch this Autumn, another one for soon after that and we've broken every internal speed to market record we're aware of. It's quite an achievement. Thanks”.
  28. 28. Speeding Up Innovation And Squeezing More Insights By John Kearon, Chief Juicer BrainJuicer Ltd iflmflulwififlduzkndbnj Brifgfhthtlu Rdtteriiarllz

×