Tec 2010 Target 9 23 09

Successful Innovation Tec de Monterrey September 23, 2008 John Seifert

Why companies fail ,[object Object],Consumer Research Consulting J.A. Seifert

The Study ,[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting J.A. Seifert

Classic Innovation Models ,[object Object],[object Object],[object Object],Consumer Research Consulting J.A. Seifert

Need Seeker Model ,[object Object],Consumer Research Consulting J.A. Seifert

Market Readers ,[object Object],Consumer Research Consulting J.A. Seifert

Technology Drivers ,[object Object],Consumer Research Consulting J.A. Seifert

Findings ,[object Object],[object Object],Consumer Research Consulting J.A. Seifert

Successful companies ,[object Object],[object Object],Consumer Research Consulting J.A. Seifert

Successful Companies ,[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting J.A. Seifert

To succeed ,[object Object],[object Object],[object Object],Consumer Research Consulting J.A. Seifert

Target Consumer Identification ,[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting J.A. Seifert

Elements of Target Identification ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting J.A. Seifert

Example Projects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting ©

How NOT to Identify Your Consumer ,[object Object],[object Object],[object Object],Consumer Research Consulting ©

Summary ,[object Object],[object Object],[object Object],Consumer Research Consulting ©

[object Object],Consumer Research Consulting ©

- MIT, professor Eric von Hippel (author of Democratizing Innovation) ,[object Object],Consumer Research Consulting ©

Lead Users ,[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting ©

Lead Users (food) are….. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting ©

Food Involvement Identifiers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting ©

Lead User Sessions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting ©

Consumer Research Consulting ©

Higher Order Variables ,[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting ©

Working BELOW the Line ,[object Object],Enablement and Problem Resolution benefit functional solution attributes molecule/technology/idea Consumer Research Consulting ©

Working Above the Line ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Fundamental Motives and Ideal States Enablement and Problem Resolution Consumer Research Consulting ©

Stay at high thought level …. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting ©

Paint the Picture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting ©

What is Premium Food? ,[object Object],[object Object],[object Object],[object Object],[object Object],These are important design considerations for sourcing and naming ingredients Consumer Research Consulting ©

Model the Ideals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting ©

Above the Line Connections for Your Work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting ©

CVP: “What Who Why” ,[object Object],[object Object],[object Object],Consumer Research Consulting J.A. Seifert

The “What Who Why” Model ,[object Object],[object Object],[object Object],Consumer Research Consulting J.A. Seifert

The Consumer Value Proposition ,[object Object],Consumer Research Consulting J.A. Seifert

CVP: The Early Conceptual Stage Consumer Research Consulting J.A. Seifert What Who Why

In the best interest…. ,[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research Consulting ©

Tec 2010 Target 9 23 09

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Tec 2010 Target 9 23 09