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.

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.


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 strategic alignmen

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New Product Development & Innovation Webinar: Activate Your Truth

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