4. 6
7
2
4
9
11
1
3
5
8
10
12
13
Kano
6 Statement Text
7 Statement Text
2 Statement Text
4 Statement Text
9 Statement Text
11 Statement Text
1 Statement Text
3 Statement Text
5 Statement Text
8 Statement Text
10 Statement Text
12 Statement Text
13 Statement Text
Exciting Delighters Cost of Entry Lower Priority
MoreExpected
LessExpected
More Interested
Less Interested
EXCITING DELIGHTERSCOST OF ENTRY
LOWER PRIORITY
5. Only asked
Post-Exposure
Attribute Agreement – Post-Exposure
20 30 40 50 60 70 80 90 100
Attribute 1
Attribute 2
Attribute 3
Attribute 4
Attribute 5
Attribute 6
Attribute 7
Attribute 8
Attribute 9
Attribute 10
Attribute 11
Attribute 12
Attribute 13
Attribute 14
Attribute 15
Teens 13-15 - Customers
TR
U
CB
GI
Pre-Exposure
Bank of America
Chase
Citibank
Wells Fargo
Post Exposure
7. Customer Prospects
Base Enhanced Base Enhanced
A B C D
Seek Information (Top Two Box %)
Likelihood to Make Purchases More Often/Apply (Top Box %)
Likelihood to Make Purchases More Often/Apply (Top Two Box %)
Liking (Mean; 6-pt. Scale)
Price Value (Mean; 5-pt. Scale)
Uniqueness (Mean; 5-pt. Scale)
Believability (Top Box %)
Need Fulfillment (Top Two Box %)
8.
9. Shake-on
Seasoning
Blends
Marinade Mixes
in a Packet
Bottled Dry
Spices and
Herbs Dry Rubs
Bottled or Liquid
Marinades Steak Sauces
Barbeque
Sauces Seasoned Salt Garlic Salt Hot Sauces
Worcestershire
Sauces
12. 28
17
17
9
13
16
17
27
18
27
10
Walmart
Target
Internet, on the web
Costco
Drug Store
Other
Pleasant Experience*
Reliability & Compliance
Problem Avoidance
Sophistication
Beauty
Rechargeable: 33%
Battery: 16%
Manual : 51%
34
15
13
11
10
18
14
29
18
27
11
Walmart
Target
Internet, on the web
Costco
Drug Store
Other
Pleasant Experience*
Reliability & Compliance
Problem Avoidance
Sophistication
Beauty
Demographic sample
58%42% 56%44%
42.0
30 35 40 45 50 55 60
41.1
30 35 40 45 50 55 60
Gender
Age
Income
Household
Married
Primary
Toothbrush
Where to
Shop for
Toothbrush
Segment
Type
$85.4 (mean 000’s) 2.9
(mean) 72% $91.0 (mean 000’s) 2.9
(mean) 76%
Rechargeable: 33%
Battery: 16%
Manual : 51%
29% Users 50%
13. 45% A
26%
40% A
29%
46%
32%
39%
31%
55%
74% B
60%
71% C
54%
68%
61%
69%
Insured
(A)
Uninsured
(B)
Insured
(C)
Uninsured
(D)
Insured
(G)
Uninsured
(H)
Insured
(E)
Uninsured
(F)
14.
15. 15
34%20%Awareness Overall Impression
(rated 8,9,10 on 11-pt scale)
45%
29%
North Florida
58%
32%
Georgia
48%
26%
South Florida
51%
34%
North Carolina
34%
20%
DC
16% 21%
New York
38%
20%
Maryland
42%
29%
New Jersey
18. Plug it in under the dash of a 1996 or newer
car and then activate online- No tools & No
assembly required
Monitor others driving habits when they
have your car.
Understand your car’s performance and the
overall maintenance.
Monitor and Control from your Smartphine,
Tablet or Computer
1
2
3
4
On this pg I want to show a column chart w/ 3 columns. The three columns (left to right) are Poor Performers, Middle of the Pack, Winners. Poor performers and Winners should be small columns. The Middle of the pack column is big.
I would like to animate the chart to show the different archetypes in each column. Show that there are many archeteypes in the middle column. When animated further, the following middle archetypes will be identified and moved to the right: Breakthrough, Potential Winner, Premium, Me Too, Niche, Want. NOTE that we do not need to show TEXT, just icons.
Narrative:
Most research is good at picking up the obvious winners and the obvious losers. These are things that all of our competitors are able to find, and all of your competitors are able to find. Most research is not good at filtering through the pack in the middle. What we know from validating our tools over time, is that some of the biggest winners in the market sit right here in the middle. The things at the top tend to be familiar or lower risk.
Every idea we test can be categorized into an Innovation Archetype. Think of this as a myers briggs personality test for your innovation. I’m not trying to tell you that we should take all ideas from the middle and treat them as high priority. I’m telling you that some of them have distinct characteristics of Breakthrough ideas. It’s in these places we want to focus.
I’ll need more time with you to illustrate how the procedure works, but for today, I just want you to know that our tools have advanced to make it possible to find such hidden winners.
Final note on this subject: how many times we hear of companies passing on an idea because it didn’t test well. This is what we want to avoid. Type 2 error: false negative.
Lead with this idea: introduce notion that every concept has a story, or personality. One of the keys to success in our technology business is not being too quick to throw a thumbs up or thumbs down. Instead, we’re looking to nurture ideas, and give business partners depth of info so that they can decide if it’s time to thumbs down an idea.
