1. 10 $ps,
om een nieuw product in de markt te ze6en!
Tom De Ruyck, Senior R&D Manager @ InSites Consul$ng
@tomderuyck
2. 1. IDEATION
= MINING
6. IMPACT 2. IDEA
PREDICTION SCREENING
= RATING = SORTING
“The best way to have a good
idea is to have a lot of ideas”
Linus Pauling
5. PROPOSITION 3. CONCEPT
REFINEMENT DEVELOPMENT
= SETTING = CUTTING
CONEPT
4. CONCEPT
SCREENING
SCREENING
= GRADING
2
10. “Even if one accepts the premise that
restricting sodium helps people live longer,
shouldn’t it be up to the individual to decide
if he wants to make that change to his diet?”
"It's really hard for me to eat without salt.
I think it's infringing on our rights."
“Canadian ketchup lovers remain loyal to the
long-standing recipe and say they would have
some misgivings if the formula were to change
significantly.”
13. 8:
200 rs
ch ito
Mar
vi s
e la unch unique mi5ed
Sinc 3 million deas sub ments
00 i om
60,0 00s of c ents
,0 tes r comm
100 00 vo to
0 a
460, moder
0
2,50
2009)
(July
25. Technical feasibility Brand Fit Internal excitement
Is this Cming / cost / producCon wise feasible? Does it fit the long term brand / company strategy Am I personally excited
26. Idea success = f (relevance ; innovation value) * ( internal reality check)
RELEVANCE (category dependent)
Food / Beverages Durables / Services
Trial relevance Improvement
Is this idea useful for me or my household Does this idea allow me to improve the experience?
Repeat relevance Efficiency
How often could you use this idea in your household Does this idea allow me to do things more efficiently?
Discontinuity
Does the idea allow me to do what I could not do before
INNOVATION VALUE
Uniqueness Emotional excitement Talkability
Is this idea unique compared to what I know Will I actively look for this idea if it is available Would I talk about it with my peers
today
26
