Tec 2010 Target 9 23 09
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Transcript of Tec 2010 Target 9 23 09
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Successful Innovation
Tec de MonterreySeptember 23, 2008John Seifert
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Why companies fail
Innovation 1000: Booze Allen Hamilton Report 2007
Consumer Research Consulting J.A. Seifert2
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The Study
1000 Companies 10 Industry Sectors Global 3 Innovation Models $447 billion in R&D
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Classic Innovation Models
Need Seekers Market Readers Technology Drivers
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Need Seeker Model
These companies actively engage current and potential customers to shape new products, services, and processes; they strive to be first to market.
Consumer Research Consulting J.A. Seifert5
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Market Readers
These companies watch their markets carefully, but they maintain a more cautious approach, focusing largely on creating value through incremental change.
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Technology Drivers
These companies follow the direction suggested by their technological capabilities, leveraging their investment in research and development to drive breakthrough innovation and incremental change, often seeking to solve the unarticulated needs of their customers.
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Findings
No correlation between R&D investment and sales.
No correlation by innovation model
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Successful companies
Have clear objectives that are honestly shared with consumers and stake-holders
Have constant contact with their consumers
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Successful Companies
Strategic Alignment(Transparency)
Customer Focus(Discipline)
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To succeed
We need frequent consumer feedback
We need access
We need a sorting algorithm
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Target Consumer Identification
Demographic
Attitudinal
Habit and Practice
Degree of Involvement
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Elements of Target Identification
Incidence (How many are there?) Access (Where can we find them?) Ease of identification (How to sort them?)
– Demographics– Habits– Attitudes– Degree of Involvement
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Example Projects
Custom made jewelry Vegetarian restaurant I phone application Fresh produce Boutique hotel Laundry products for low income households
Evaluate these for target consumer access, incidence and identification
How many are there? Where can I find them? How will I sort them?
Consumer Research Consulting ©
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How NOT to Identify Your Consumer
“Those interested in buying what I’m selling”
“Those interested in what I’m interested in”
“Anybody with money”
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Summary
Key to successful innovation is frequent target consumer contact
Frequent contact requires access, incidence and identification
Lead Users are more useful than rep users
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Learning from Lead Users
Consumer Research Consulting ©
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-MIT, professor Eric von Hippel (author of Democratizing Innovation)
Empirical research is finding that users rather than manufacturers are the actual developers of many or most new products and services, and that they are a major locus of innovative activity in the economy. This finding opens up new questions and avenues for exploration in fields ranging from economics to management of technology to organizational behavior to marketing research.
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Lead Users
Influencers Activists Trendsetters Heavy Users Frequent Purchasers
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Lead Users (food) are…..
Articulate Involved Happy Social Fun Eager Smart Influential
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Food Involvement Identifiers
The food I serve says a lot about me and who I am
My friends consider me knowledgeable
I shop in specialty food stores (like “Whole Foods”)
I seek food experiences I am aware of food trends I source, prepare and serve
frequently
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Lead User Sessions
In-Depth and Personal No mirrors Positive environment Not an interrogation A friendly
conversation Rewarding On-going
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Consumer Research Consulting ©
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Consumer Research Consulting ©
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Higher Order Variables
You can design a better product by understanding a person’s Values IdealsLife’s Experiences
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Enablementand ProblemResolution
benefit functional solution
attributes
molecule/technology/idea
Working BELOW the Line
Attribute & Benefit Segmentation(How it’s traditionally done)
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Working Above the Line
Values and Superior ExperiencesLife stageInvolvementIdeal benefits
Form developmentSpecific problems and needsPhysical characteristics and conditions
FundamentalMotives and Ideal States
Enablementand ProblemResolution
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Stay at high thought level….
How can my work…
touch their lives? speak to them? become part of them? improve their lives? change the world?
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Higher Order Variables
A user group’s product requirements can come from the group’s values and the broader context of their usage experience: understand what they value and how they live.
Understand a consumers “dreams” (their Ideals, their SOEs, their best-in-class solutions).
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Paint the Picture
Words = containerPicture = content
CollageDrawPhotos/Disposable CamerasMagazines
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Consumer Research Consulting ©
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Consumer Research Consulting ©
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Consumer Research Consulting ©
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What is Premium Food?
Unique Complex Has Heritage Special Has Been Constructed,
Produced with Care
These are important design considerations for sourcing and naming ingredients
Consumer Research Consulting ©
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Model the Ideals
What did it feel, smell, taste, sound, look like?
What was it like? Give me an example? How did it change you life? And that’s good because? How does that make things better? Ladder up!
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Above the Line Connections for Your Work
Make her Healthy Be compatible with his life style Reinforce identity Enhance mood Enhance social interactions Entertain Make us smarter Make his life better Make me a better person
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The Consumer Value Proposition of Your Project
Consumer Research Consulting ©
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CVP: “What Who Why”
Cognition What is it?
Recognition Is it for me?
Valuation Is it a good one?
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The “What Who Why” Model
What your concept or prototype
Who your target
Why Consumer Value Proposition
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The Consumer Value Proposition
CVP = Need * Importance
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CVP: The Early Conceptual Stage
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What
Who
Why
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In the best interest….
Products Enable Experiences
Breakthrough products enable life enhancing experiences
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In the best interest….
Health and Aging Community Social Justice Education Environment
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