innovation funnel
Post on 07-Apr-2015
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1
A strong innovation funnel is recognised as critical to future business success
“Innovation is a pre-requisite for sustained growth. There is no
other path.. And it has to occur across the enterprise”
A.G. Laffley, CEO, Proctor & Gamble
Integration of consumer and shopper insight is key to facilitating successful innovation
Inform marketing strategy and identify opportunity areas by brand
Identify ideas which can have a genuine role in consumer’s lives, deliver competitive advantage and are future-focused
Filter out weak ideas at an early stage and ensure we focus resource against ideas with greatest consumer potential
Optimise development and execution from idea to in-market execution
Evaluate success of new products in the market-place
Ensure learning from successes and failures feeds back into future innovation development
2
Role of Research in the Innovation Process
Innovation is a Risky Business- only 1 in 100 innovations are successful
Payoff can be HUGE if successful, but very expensive mistake if NOT.
Key to success of any Innovation project is effectively managing the RISK at each stage of the process.
CIF as a tool allows us to do this. However it alone can not answer all the questions stakeholders may have to make informed business decisions.
The right Consumer/Shopper Research at each stage of the CIF process allows the project team to manage this RISK and make informed choices.
Ensures Consumer/Shopper is at the heart of what we are doing- there is a need for this new idea/product and we don’t forget that.
3
Aligning research protocols with CIF : we need to be clear about the key consumer and business questions which need to be answered at each stage of the process
4
Decision to Develop Gate
Decision to Launch Gate
Decision toProduce
Gate
Post Launch
Review Gate
Decision to Charter Gate
Idea ScopingStage
Preliminary Business Case Stage
Full Development Stage
Launch Preparation Stage
Market Execution Stage
Iden
tify
Str
ateg
ic p
riorit
ies
and
Por
tfol
io R
oles
- L
RP
Human & Cultural Insights
Usage/Attitudes
Desk research –
Consumer Encounters – explore
opportunity in real world
context
Desk research – refine product
brief
Consumer clinics –
incubate and help build & refine idea
Concept evaluation to
determine potential
(internal or external
depending on risk level)
Qual – mix optimisation
Quant – internal formulation screening
Quant – branded product test / CPT
Quant – STM eg. 4Caster
or
Incubator test mkt
or
Comms devt 3/6/12month reviews post launch
Research and Insight in the innovation funnel
Quant – consumer sensory testing
Research & Insight in the Innovation Funnel : HIGH RISK PROJECTS
5
Decision to Develop Gate
Decision to Launch Gate
Decision toProduce
Gate
Post Launch
Review Gate
Decision to Charter Gate
Idea ScopingStage
Preliminary Business Case Stage
Full Development Stage
Launch Preparation Stage
Market Execution Stage
Iden
tify
Str
ateg
ic p
riorit
ies
and
Por
tfol
io R
oles
- L
RP
Human & Cultural Insights
Usage and Attitudes
Desk research
Consumer Encounters – explore
opportunity in real world
context
Desk research – refine product
brief
Consumer clinics –
incubate and help build & refine idea
Concept evaluation to
determine potential
(internal or external
depending on risk level)
Qual – mix optimisation
Quant – internal formulation screening
Quant – branded product test / CPT
Quant – STM eg. 4Caster
and/or
Incubator test mkt
or
Comms devt 3/6/12month reviews post launch
Quant – consumer sensory testing
Research & Insight in the Innovation Funnel :MEDIUM RISK PROJECTS
6
Decision to Develop Gate
Decision to Launch Gate
Decision toProduce
Gate
Post Launch
Review Gate
Decision to Charter Gate
Idea ScopingStage
Preliminary Business Case Stage
Full Development Stage
Launch Preparation Stage
Market Execution Stage
Iden
tify
Str
ateg
ic p
riorit
ies
and
Por
tfol
io R
oles
- L
RP
Human & Cultural Insights
Consumer Encounters – explore
opportunity in real world
context
Desk research – refine product
brief
Consumer clinics –
incubate and help build & refine idea
Concept evaluation to
determine potential
(internal or external
depending on risk level)
Qual – mix optimisation
Quant – internal formulation screening
Quant – branded product test / CPT
Quant – STM eg. 4Caster
or
Incubator test mkt
or
Comms devt 3/6/12month reviews post launch
Quant – consumer sensory testing
Usage and Attitudes
Desk research
Research & Insight in the Innovation Funnel : LOW RISK PROJECTS
7
Decision to Develop Gate
Decision to Launch Gate
Decision toProduce
Gate
Post Launch
Review Gate
Decision to Charter Gate
Idea ScopingStage
Preliminary Business Case Stage
Full Development Stage
Launch Preparation Stage
Market Execution Stage
Iden
tify
Str
ateg
ic p
riorit
ies
and
Por
tfol
io R
oles
-
Human & Cultural Insights
Habits and Attitudes
Desk research
Consumer Encounters – explore
opportunity in real world
context
Desk research – refine product
brief
Consumer clinics –
incubate and help build & refine idea
Concept evaluation to
determine potential
(internal or external
depending on risk level)
Qual – mix optimisation
Quant – internal formulation screening
Quant – branded product test (skinny test)
Quant – STM eg. 4Caster
or
Incubator test mkt
or
Comms devt 3/6/12month reviews post launch
Quant – consumer sensory testing
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