Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

[Webinar] How Safeway Built a Fast and Effective Innovation Process by Leveraging Design Thinking and Agile Market Research

1,297 views

Published on

Everyone understands the importance of getting consumers involved early in the innovation process. But when faced with the pressure of needing to move quickly, it can sometimes be easier said than done.

Published in: Marketing
  • Be the first to comment

[Webinar] How Safeway Built a Fast and Effective Innovation Process by Leveraging Design Thinking and Agile Market Research

  1. 1. How Safeway Built a Fast and Effective Innovation Process by Leveraging Design Thinking and Agile Market Research Matt Warta CEO & Co-Founder GutCheck Nicku Bruce Senior Innovation Manager Safeway Consumer Brands @mwarta
  2. 2. Please Tweet and Join! @gutcheckit #AgileMarketResearch Join the ‘Agile Market Research’ group on LinkedIn +
  3. 3. 3 GutCheck Summary WHAT WE DO GutCheck is an agile research solution that delivers the prescriptive consumer insights that help your products and advertisements win.
  4. 4. 12+ Million Consumers Worldwide GutCheck Is Agile Research That Provides Consumer Feedback To Foster Knowledge Based Decisions Expert Services Team focused on “the answer” On-Demand Recruitment Engine Real-time recruiting of highly specific segments Integrated Qualitative + Quantitative Solutions Real-time In-Depth Interview (IDI) Instant Research Community (IRC) Real-time Quantitative
  5. 5. 5 GutCheck Services
  6. 6. 6 Agile Market Research eBook Read the eBook Allows you to push your initiatives forward in an iterative way that leads to you having a high-quality result Speed Flexibility
  7. 7. The Safeway Consumer Brands Team Currently Manages Over 20 Private Label Brands 20 700 40%
  8. 8. 8 Safeway’s Newest Brand, Marcela Valladolid Launched in 2013
  9. 9. 9 In 2014 The Innovation Team Took On A Challenge From Our Leadership To Become More Consumer Centric Leveraging a Design Thinking Process Turn great brand & project managers ..into Passionate Problem Solvers empathy for a timeline empathy for the consumer and the business
  10. 10. Design Thinking
  11. 11. 11 9,834 The number of books on “Design Thinking” available on Amazon.com Design Thinking is a Popular Topic
  12. 12. 12 …And Everyone Has a “Right Way” to Do It
  13. 13. 13 Our Focus Today Is On The Definition of Design Thinking And The Design Thinking Process DEFINITION PROCESS METHODS
  14. 14. 14 So What Is Design Thinking? “Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.” ~ Tim Brown, IDEO Source: Tim Brown, IDEO
  15. 15. 15 Design Thinking Is A Process Aimed At Solving Real Consumer Problems Design Thinking is a consumer-focused process for solving consumer problems and discovering new opportunities
  16. 16. 16 Because Only When You Solve Their Problems In A Meaningful Way Will You Win Their Business “…because when you DO RIGHT by your CONSUMER, you’ll WIN every time.” ~ Joe Ennen, Safeway
  17. 17. 17 Before You Begin Your Innovation Process, Make Sure You Have a Common Definition Of Innovation Between You And Your Stakeholders
  18. 18. 18 Let’s Understand How The Design Thinking Process Works By Deconstructing a Real Life Innovation
  19. 19. 19 Design Thinking is a combination of activities, used in sequence to help you arrive at solutions and products that meet consumer needs IMMERSE IDEATE TEST & REFINE EXAMINE
  20. 20. 20 Through the Design Thinking Process We Uncover That Including A Vacuum In A Minivan Solves A Real Consumer Problem For Moms “How do we make minivan life better for moms?” EXAMINE IMMERSE IDEATE TEST & REFINE What do we know about the consumer and category? MOMS WITH KIDS SPEND HOURS IN THE VAN EACH DAY What is life really like for her? STRESSFUL MESSY & NOISY How do we make it better for her? •Add a glass partition? •Make it a 2- seater? •Add a vacuum inside the car? Did we solve her problem in a meaningful way? Glass partition… NOT FEASIBLE 2-seater… NOT VIABLE Vacuum… DESIRABLE, FEASIBLE, VIABLE
  21. 21. The Company That Launched This Innovation Has Been Voted The #1 Minivan In US 2013, 2014, 2015
  22. 22. IMMERSE IDEATE TEST & REFINE EXAMINE What do we know about this consumer and category? What behavior might we want to influence, or change? What is life really like for him/her? How do we make it better for him/her? How do we change, or influence behavior? Did we solve the problem in a meaningful way? Did we change, or influence the behavior? Safeway’s Design Thinking Employs A Similar Model To The Example
  23. 23. Timing Constraints Meant Getting Consumer Feedback Quickly Was Imperative To Keep The Process Moving AND The Consumer Represented Good idea in a meeting, but needed to engage consumers We need a quick “gut check.” OK. Do that! No resources. Now what?! ? ! Email from GutCheck! Fast? But are they… Affordable? High Quality? P P P
  24. 24. Agile Market Research Allowed Us To Spend More Time On What Mattered, The Consumer Immerse Ideate Test & Refine Examine
  25. 25. 25 There’s Often A Divide Between Brand And Research Teams Too Slow Disconnected Unrealistic Too Reactive Disconnected Unrealistic
  26. 26. 26 Agile Market Research Facilitates Greater Cooperation, Trust And Results By Helping Both Parties Meet In The Middle Fast Affordable High Quality
  27. 27. IMMERSE IDEATE TEST & REFINE EXAMINE What do we know about this category and who purchases it? What behavior might we want to influence, or change? What is life really like for him/her? How do we make it better for him/her? How do we change, or influence behavior? Did we solve the problem in a meaningful way? Did we change, or influence the behavior? A ‘Real Life’ Example: How do we get kids more engaged in using the home coffee pod brewer?
  28. 28. Examine & Immerse The “BABYCCINO” Immerse Ideate Test & Refine Examine
  29. 29. Ideate Immerse Ideate Test & Refine Examine
  30. 30. Test & Refine We Also Asked: “What other flavors would interest you for this type of product?” •Chocolate Caramel •Chocolate Toffee •White Chocolate •Chocolate Honey •Chocolate Strawberry •Chocolate Chip •Chocolate Mint Cookie They told us kids love to use the pod brewer. But, warm milk is polarizing “I think the process of making it is most appealing…She loves popping the cup, watching the machine work, then adding marshmallows to her cup.” “I’m not sure if me or my kids would like the taste, warm powdered milk may taste gross OR it could taste OK. It’s hard to know.” “I’ve never heard of warm milk flavors in the pod brewer. I think it’s quite unique in the flavors as well.” Ideate Examine Immerse Test & Refine
  31. 31. 31
  32. 32. 32 To Sum It All Up BUY POST-ITS AND SHARPIES…it helps you feel official UNDERSTAND what innovation means to your stakeholders COMMIT to connecting with your consumers throughout Choose partners who are AGILE The TRIFECTA is not mythical
  33. 33. Question & Answer Session 33
  34. 34. Thank You! Join the ‘Agile Market Research’ group on LinkedIn + (877) 990 - 8111 Matt@gutcheckit.com @GutCheckit

×