Fast-tracking the innovation process

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MRS

Alice Moss Group director, TNS Qualitative

Presentations & Public Speaking

Fast tracking the
innovation process
Alice Moss

Insight generation
Insight prioritisation
Crowdsourcing Concept development Overnight
Concept screening
Day 1 Day 2 Day 4 Day 5 Day 6 Day 7Day 3 Weekend
7

Ilona
Kazakhstan
Rozelle
Australia
Travel with
Activia Exotic
Activia Dipping Sticks
Martin
United Kingdom
Activia Made Myself
14

Bottom 50% 50 - 25% Top 25%
Trial
CONCEPT A
CONCEPT
BENCHMARK
CONCEPT B CONCEPT C CONCEPT D CONCEPT E
18

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Fast-tracking the innovation process

1. Fast tracking the innovation process Alice Moss

2. 2

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6. 6

7. Insight generation Insight prioritisation Crowdsourcing Concept development Overnight Concept screening Day 1 Day 2 Day 4 Day 5 Day 6 Day 7Day 3 Weekend 7

8. 8

9. Creativity is like peanut butter – the broader the bread slice, the lighter the taste. When a brief is too broad the community spreads ideas across multiple benefits and need states. Which always brings stuff the clients already know – fast, but with no new material. The goal of the brief is to bring the community to the edge of what the brand doesn’t know already. Francois Petavy CEO eYeka “ ”9

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14. Ilona Kazakhstan Rozelle Australia Travel with Activia Exotic Activia Dipping Sticks Martin United Kingdom Activia Made Myself 14

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17. Concept 3 17

18. Bottom 50% 50 - 25% Top 25% Trial CONCEPT A CONCEPT BENCHMARK CONCEPT B CONCEPT C CONCEPT D CONCEPT E 18

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20. 19 Thank you