GfK Innovation roadmap

© GfK 2014 | Title of presentation | DD. Month 2014 1

Successfully heading for the next big ideaAn Innovation Roadmap – Part 1


Challenges in innovation:

Accelerated speed of market evolution

Increasing demand for improved ROI within innovation process


So you have got the right insights …

… and so does your competition.

How to see the future?


In this short presentation

Step 1 from our innovation roadmap

What’ s happening in the market from a consumer and category perspective?


Don’t just look at ‘here’ and ‘now’

Look into the future:

How does the category evolve?

What needs will be present in the future?


How – Start ‘inside-out’A consumer perspective

Consumer seek out benefits when making purchase decisions to satisfy their needs

Those benefits can be:

Identified

Linked

Predicted


Identifying consumer benefits

All benefits can be located into 4 cornerstone motivators:

Which are represented in our predictive benefit framework …

Security

Well-being

Gratification

Freedom


... for instance in the chewing gum category Gum offers these gratification benefits:

I’m worth it

Chewing gum should not only be functional, but taste nice as well

I have a different taste than others, I want a variety to suit my taste

More exotic flavors

Advanced (more developed) benefits

Cosmetic beauty

Sensory

Target-specific

Exotic

Variety

Taste

Gratification


Gratification: Consumer view

With this knowledge, we can predict where (and at what speed) your category is heading and which new benefits will resonate with consumers.

Where does the category find itself on the level of benefits?

How satisfied are consumers at the moment, concerning these benefits?

Cosmetic beauty

Sensory

Target-specific

Exotic

Variety

Taste

Gratification


Treatment/repair

Performance

Holisitc

Nurturing

Weight management

Prevention/protection

Basic health

Trajectory of the chweing gum category – from core to game-changing benefits

And if we mapped all the other cornerstone motivators/drivers we might see these other benefits offered too. This gives us a map of all benefits developed, and emerging and we can then show gaps between benefits sought and benefits offered:

Sustainable

Credentials

Certified

Natural/organic

Absence of negatives

Basic safety

Security Well-being

Cosmetic beauty

Sensory

Target-specific

Exotic

Variety

Taste

Gratification

Long-lasting

Less mess

Occasion-specific

Versatile

Ease of use/less fuss

Advanced benefits

Basic benefits

Portable/on-the-go

Basic convience

Freedom

Example only


What’ s happening in the market?

Outside-in

It’s not only about your category


When looking at the market:

It is not only about your category, but ancillary categories as well. Learn about development of relevant categories and identify the position of your category.

For instance, we look not only at the gum category, yet also categories such as snacks, drinks, desserts, etc. These categories have similar target groups, usage moments or needs states.


The key is:

Linking consumer needs and market activity to predict future opportunities

The Predictive Benefit Framework links evolving consumer needs to new market activity and experiences to predict where your category is heading and what new benefits will resonate with consumers


Combining consumer and market benefit evolution, we identify tipping points


Now what? We know …

… where your category is heading

… which new benefits will be relevant

… which emerging benefits to focus on

… the relevance to the consumer


What’s next?

Market opportunity: sizing and prioritizing


What are the greatest opportunities?

See part 2 – Sizing and prioritizing

GfK Innovation roadmap

Marketing

Transcript of GfK Innovation roadmap