Speeding up Innovation

Speeding Up Innovation And Squeezing More Insights By John Kearon, Chief Juicer BrainJuicer Ltd BrainJuicer® Ltd, London, Brighton, Rotterdam

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?”

Innovation Funnel Theory Charter Contract Post Launch Launch Proposal Review Ideation Feasibility Capability Launch/roll out

Why Funnels Are Best 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 Success = Diversity x Competition x Iteration Time & Money required

Innovation Funnel Theory Charter Contract Post Launch Launch Proposal Review Ideation Feasibility Capability Launch/roll out

Innovation Funnel Reality Charter Contract Launch Post Launch Proposal Review Capability Feasibility Launch/roll out Ideation More constricted Less open Much longer = 11.5 MONTHS OF RESEARCH & 36 MONTHS TO LAUNCH

Applying the Internet to the Funnel Charter Contract Launch Post Proposal Launch Review Capability Feasibility Launch/roll out Ideation = 6.5 MONTHS OF RESEARCH & 28 MONTHS TO LAUNCH Capability (wks) Feasibility (wks) Ideation wks Concept / packaging 4>1 Internal screening of 2 Focus groups to develop 4 testing brainstormed ideas by team the lead 1-2 ideas Volumetrics (simulated 8>3 Focus groups to explore 4 Quantitative concept test 4>1 test market) the top 6-12 ideas on the lead idea(s) Advertising development 4 Quantitative early concept 4>1 Focus groups to develop 4 focus groups screening 6-12 ideas prototypes/ mix options Ad pre-test (concurrent 6>1 Focus groups to develop 4 In-home product 6>3 with Volumetrics) those ideas testing Quantitative concept test 4>1 on the lead 4/5 ideas

Applying Innovation & Internet to the Funnel Charter Contract Post Launch Twice the number of ideas Launch Proposal Review Ten times as many consumers Ideation Feasibility Capability Launch/roll out In less than half the time = 4 MONTHS OF RESEARCH & 18 MONTHS TO LAUNCH Capability (wks) Feasibility (wks) Ideation wks Concept / 4>1 Internal screening of 300 2>1 Focus groups to develop 4 packaging online brainstormed ideas the lead 1-2 testing by team ideas Volumetrics (simulated 8>3 Quantitative concept test 4>1 test market) on the lead idea(s) Quantitative early concept 4>1 Advertising development 4 screening 6-12 > 60 ideas focus groups In-home product 6>3 Ad pre-test (concurrent 6>1 testing Quantitative concept test 4>1 with Volumetrics) on the lead 4/5 >10-12

Current

Internet

Innovation + Internet

Innovation, Internet & Iteration Quant Quant Quant + + + Qual Qual Qual Qual Qual Conventional Research Quant Qual 3 4 7 8 9 10 13 14 Wks 1 2 5 6 11 12 15 16

Best of Both Worlds Research Hypothesis testing - - Hypothesis creation Quant +Qual Robust, large n - - Inspiring, insightful Confidence/norms - - Diagnosis (why) -------------------------- - Motivation Tables/figures - - Creativity Not user friendly - - Relatively fast Lack of inspiration - - Less expensive insights (why) ------------------------------ Time consuming - - Indicative Robust Numbers Expensive - - Not robust Rich Insights

3rd Order Associations 3rd Order Associations Mind Reader 2nd Order Associations 2nd Order Associations 1. cold 1. yukkie 2. ice cubes 2. revolting 1. icy Top 8 Associations 1. disgusting 27 12 1. SNOW 1. yuk! 2. Winter 2. cold tea 2. chilly 2. sink 5. horrible 1. cold 14 6 1. frozen 1. plain 3. freezing 3. taste 2. ice 2. bitter 126 (23%) 50 (9%) 11 6 4. Summer 4. unsure 1. refreshing 1. horrible 9 2 2. garden 1. reviving 1. delicious 2. cold 2. tasty 1. refreshing 1. mouth watering 11 10 1. sour 1. Thirst quenching 2. bitter 2. cool 2. sweet 2. crisp 2. lemon 6. refreshing 11 6 1. lemon 1. fruity 3. sour 3. zesty 2. sweet 9 5 82 (15%) 49 (9%) 4. yellow 4. summer 1. bright 1. patio 6 4 2. lift 2. WARMTH Iced Tea 1. drink 1. drink 236 UK respondents 2. refreshing 2. las vegas view source 1. cold 1. hot 27 8 1. somthing u like 1. swimming pool 2. cool 2. Holiday 2. ice tea 2. Grenada 7. summer 3. ice 5 7 1. refreshing 1. lying on the grass 3. lemon 3. lazy days 2. dry 2. beach 4 2 66 (12%) 37 (7%) 4. Winter 4. BEACH 1. Cold 1. HOLIDAY 4 2 2. christmas 2. tropical island 1. tea 1. stewed 2. warm 2. ice-tea 1. hot 1. tea 19 3 1. tea bag 1. seasonal 2. tetleys 2. normal tea 2. tea 2. watery 8. brown 4. tea 3 2 1. Cricket 1. dull 3. England 3. boring 2 2 65 (12%) 18 (3%) 4. afternoon 4. choclate 1. hot 1. sugar Number of mentions / % 2 1 2. refreshment +3 +2 / +1 0 -1 / -2 -3 ……. for each .…association averaged …… feelings ..….... Powered by BrainJuicer® Produced 5/9/02

Speeding up Innovation… Charter Contract Launch Post Proposal Launch Review Capability Feasibility Launch/roll out Ideation Charter Contract Post Launch Launch Proposal Twice the number of ideas Review Ideation Feasibility Capability Launch/roll out Ten times as many consumers In less than half the time Squeezing more Insights…

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”.

Speeding Up Innovation And Squeezing More Insights By John Kearon, Chief Juicer BrainJuicer Ltd BrainJuicer® Ltd, London, Brighton, Rotterdam

http://www.slideshare.net	17
http://murtza.blogspot.com	2
http://embacreategy.pbwiki.com	1

Speeding up Innovation

by fred325i on Nov 23, 2006

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 20

Statistics

Speeding up Innovation — Presentation Transcript