Webinar : Accelerating Innovation From insights to winning ... Webinar...Accelerating Innovation...

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Webinar : Accelerating Innovation

From insights to winning concepts in seven days

© TNS 4th May, 2016 M.Casalino - V.Teruzzi

Accelerating Innovation From insights to winning concepts in seven days

Morena Casalino Innovation Champion

Virna Teruzzi Innovation Champion

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Contents

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Product trial

Concept optimisation

Opportunity prioritisation

Idea development

Launch monitoring

1 Context

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What slows down speed to market?

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Budget and

resource allocation

Misaligned internal

priorities

Complex and disjointed

stage gate process

Survey research

limitations

Creative resource

limitations

The main obstacles to innovation speed include…

Balance between

rigour and speed

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How quickly could you identify a winning proposition if:

1

You had the right balance between rigour and speed

2

The cost of

research was

slashed by

half

3

Internal

priorities were

aligned

4

You had a

simplified and

aligned stage

gate process

5

You embraced

new research

approaches

6

You had

access to

creative

talents around

the globe

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Our solution, Seven, is an intensive and integrated approach that delivers validated concepts in just seven working days – a process which typically takes several months.

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2 Ready for our seven-day challenge?

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Seven-day challenge: execution overview

Seven encompasses the insight generation, ideation, concept development and testing stages in just seven working days*.

Insight generation

Insight generation workshop

Insight selection against client strategic objectives

Insight platform finalisation

Ideation

Ideation brief development

Community set-up on crowdsourcing platform

Ideation (over the weekend)

Concept development

Idea output review and selection

Concept development workshop

Concept refinement and finalisation

Concept screening

Quantitative concept screening

Review results and prepare top-line report

* The process typically kicks off on a Wednesday as the ideation stage via our crowdsourcing platform must be conducted over the weekend, to ensure optimal community participation.

Day 1 (Wed)

Day 2 (Thu)

Day 4 (Mon)

Day 5 (Tue)

Day 6 (Wed)

Day 7 (Thu)

Day 3 (Fri)

Weekend (Sat & Sun)

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Before speed comes context: pre-challenge task

Approach: Ethnographic research Prior to the seven-day challenge, if your team hasn’t done any in-depth qualitative research, we will conduct ethnographies, with at least one person from your team accompanying our Qual research expert.

After ethnographies wrap, we will lead you through a half-day ‘dynamic debrief’ session to share key observations and ‘aha’ moments

We will then mine through the audio recordings and observations to identify key themes/categories to be explored

Objective: to gain context around the challenge and begin to identify consumers’ unmet needs and tensions. These contextual insights will feed into the development of Seven’s ideation brief.

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Day 1: Insight generation

Approach: Insight generation workshop An all-day workshop designed to craft compelling insight platforms for innovation based on an understanding of consumer contexts surrounding your category. Includes:

Category/theme sharing

Insight statement generation

Selection of 20-30 insight statements for prioritisation on day 2

Objective: to explore the strategic territories where growth opportunities for your brand lie.

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Day 2: Insight prioritisation and selection

Approach:

Insight prioritisation workshop During this morning session, the TNS team distils the workshop output, and works with you to review the 20-30 selected insight statements against your strategy. We then agree on up to 3 key insights to be explored in ideation.

Insight platform finalisation In the afternoon, the TNS team develops these key insights into the innovation launch platforms

Objective: to prioritise and define your ideation platforms.

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Day 3: Ideation preparation

Approach:

Ideation brief development In the morning, the TNS team prepares the creative brief for the crowdsourcing platform

Community set-up and co-creation contest Our ideation brief is translated into a co-creation contest which is posted over the weekend to a global community of 325,000+ creators spanning 160 countries By looking at your innovation challenges and insights in a fresh way, this community provides you with original ideas that are articulated on a simple one-page idea board (visual + description)

Objective: to generate new breakthrough ideas by tapping into the fresh thinking of a global community of 325,000+ creators .

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Day 4: Concept idea selection

Approach:

Raw idea review The TNS team sends you the raw ideas from the co-creation contest in the morning, so that both teams can review them in advance of the afternoon session

Concept idea selection workshop During this joint session, the raw ideas are grouped, sorted and prioritised, with the aim to agree on the top 5 concepts to be developed into test-ready concepts

Objective: to select the most compelling ideas for concept development.

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Day 5: Concept development

Approach: Concept development workshop

During this joint session, the TNS team works with you to translate the concept platforms prioritised on day 4 into fully-written, test-ready concepts.

Objective: to transform the prioritised ideas into up to 5 test-ready concepts. .

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Day 6: Concept screening

Approach: Quantitative concept screening

The final concept boards are quantitatively assessed by a sample of target consumers to determine their trial potential, growth potential and key drivers / barriers.

Objective: to test your top 5 fully-developed concepts

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Day 7: Results delivery

Objective: to deliver a top-line report on your winning concept(s) from the Quant screening.

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Your involvement throughout the process

Insight generation

Ideation Concept development

Concept screening

Day 1 (Wed)

Day 2 (Thu)

Day 4 (Mon)

Day 5 (Tue)

Day 6 (Wed)

Day 7 (Thu)

Day 3 (Fri)

Weekend (Sat & Sun)

Full-day workshop

Morning workshop

Sign-off (insight

selection)

Sign-off (creative

brief)

Morning idea review

Afternoon workshop

Morning workshop

Sign-off

(test-ready concepts)

Top-line results delivery

A debrief session to review the full results with your team would usually take place the following week.

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3 Seven in action: Danone case study

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How do you find a breakthrough innovation in under two weeks?

Business issue

Activia by Danone is a leading yogurt brand targeted at an audience of active, well-informed and health-conscious women.

Its cereal yogurt range was performing below potential.

The innovation challenge

How can Activia step-change its proposition to create THE ultimate cereal yogurt?

The Activia Global Strategy & Insights team had just two weeks to address this question.

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Tapping into the fresh thinking of a global community of 325,000+ creators

As part of our Seven approach, we translated Danone Activia ideation brief into a co-creation contest which was posted over a weekend to a global community of 325,000+ creators spanning 160 countries.

We share here some of the ideas generated by the community.

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Travel with Activia Exotic Activia Made Myself

Over 50 ideas were generated over a weekend – here are a few examples. Five were selected for the next stage

Activia Dipping Sticks

kopiwriter Rozelle, Australia

ilonadamovaart Karaganda, Kazakhstan

martindeneuville London, United Kingdom

NB: For confidentiality reasons, none of the top 5 ideas selected for the next stage features on this slide

martindeneuville London, United Kingdom

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Results from the Quant concept screening stage showed encouraging performances

Early adopters

Two of the concepts performed better than our client’s benchmark

Bottom 50% 50 - 25% Top 25%

Trial

Incremental trial (brand)

Definitely buy

Uniqueness

Clarity

Credibility

Price perception

Relevance

Appeal

Excitement

Concept A

39.9

31.4

36

71

73

50

60

42

32

66

Concept benchmark

36.5

24.7

30

41

81

60

39

38

43

69

Concept B

39.2

30.0

30

46

57

46

52

43

43

60

Concept C

35.8

27.7

29

70

68

57

61

44

48

72

Concept D

32.7

24.8

28

86

53

50

48

36

43

71

Concept E

28.5

23.5

20

31

61

42

53

38

34

52

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What our client said…

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What our client said…

“Seven came at a crucial moment of our strategy definition as we were struggling to identify the right way forward. We needed to re-start from a higher ground and obtain consumer-driven inspiration to ensure we were focusing on the right direction for our brand. And we needed to do this fast. Seven allowed us to explore new innovation ideas based on consumer insights very quickly, co-create with TNS experts winning concepts with strong potential, and identify clear optimisation routes.” Gonçalo Vilarhino Global Marketing Director Activia

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TNS Italia srl | Viale Milanofiori, 3 street, B1 Building | 20090 Assago (MI)| tel.+39.02.27.07.21 | www.tns-global.it

Morena Casalino Account Manager – Innovation Champion

[email protected] tel +39 02.2707.2463

Virna Teruzzi Account Manager – Innovation Champion

[email protected] tel +39 02.2707.2367

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Webinar : Accelerating Innovation From insights to winning ... Webinar...Accelerating Innovation...

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