insight-driven innovation smartees breakfast
Post on 15-Jul-2015
247 Views
Preview:
TRANSCRIPT
INSIGHT-DRIVEN
INNOVATION
A touch of empathy in innovation
Guess some of
my favorite brands
Which brand is this?The Boston Consulting Group, 2014
Which brand is this?The Boston Consulting Group, 2014
Which brand is this?Market Realist, 2014
Robin Chase, 2014
Age Rooms Hotels Countries
4 650,000 192
65 645,000 4400 100
93 610,000 3800 88
44 530,000 4452 92
Which brand is this?
What do they have in common?
Jumping the curve
Innovation beyond the product
Platform for diversity
What could be a future favorite?JIBO
and develop a platform for diversity?
What’s in the mix?
How to think beyond the product
I D E A
I D E Aincubation diversity empathy assessment
ID Aincubationdiversity assessment
Eempathy
Impact
measurement
#5E
empathy
Impact
measurement
#5
empathy
To develop relevant ideas and
concepts, companies need to identify
with and understand the context, the
emotions and the (unarticulated) needs
of their customers.
In-sight |’in.sit|
Connecting Discovering Getting a drink
Dancing Cooling down Ending the night
It is the DNA of
your product
How to
empathize to
uncover
these
insights?
You are NOT alwaysyour consumer
Consumers
are bad
witnesses of their own
behaviour
“Medicine
bottles don’t
give me any
real trouble”
IDEO, 2014
IDEO, 2014
To uncover new insights,
don’t look at the many,
see the ones
Once the needs
are formulated,
validate with the many
I love discovering new neighborhoods in
my city. Now that I am a parent I am
rediscovering the city in a new way, but I
feel limited in my mobility. I wish their was
a quicker way to conquer the city together
with my baby.
Urban parents insight
Impact
measurement
#5D
diversity
Impact
measurement
#5
diversity
Generating ideas is the act
of connecting experiences and
synthesizing new things. More is better.
More diverse is better.
In ideation,
quantity of ideas
leads to quality
The Eastgate Centre (Zimbabwe) by Mick Pearce
Look outside
your organization
Who to involve?
Internet users
(per 100 people)International Telecommunication
Union, World Telecommunication/ICT
Development Report and database,
and World Bank estimates.
From passive ‘consumers’ to
Impact
measurement
#5I
incubation
Impact
measurement
#5
incubation
As innovation is by nature an
iterative process, empathy and
diversity need to be an integral part
of the process, not just an ad hoc
intervention. Ideas shape in time,
so does collaboration.
Ideas shape in time
NPD is an iterative process
Deep dive activities
Bottom-up activities
(Spontaneous
discussions)
Matching the iterative innovation flow
Time
Inte
ns
ity
48 hour activities
EXPERIENCE
Impact
measurement
#5A
assessment
Killing ideasis not in our DNA
Overnight
idea screener
Context
is gold
Game of Context
Sample screening
Mission statement
Picture upload
Concept evaluation
SERENDIPITYEmbrace
Make room for serendipity
in your goal-setting
The Ice Hotel (Sweden)
IDincubationdiversity
4 principles of
Insight-driven Innovation
Aassessment
Eempathy
RETHINKING NIGHTLIFE
EXPERIENCE FOR HEINEKEN
Thomas Troch
LOOKING FOR
INNOVATIVE PROBLEMS
TO SOLVE
Visual analysis of nightlife venues on Instagram
Visual analysis of nightlife venues on Instagram
Quantitative validation and recruitment game
Visual analysis of nightlife venues on Instagram
Quantitative validation and recruitment game
In-depth behaviour research through Consumer
Consulting Board
EXPERT
ROOM
YOUR LOUNGE
JOURNEY
THE
CHALLENGE
LET’S GET SOCIAL
LOOKING FOR
INNOVATIVE WAYS TO
EMPATHIZE
Going to a lounge bar is about bonding
with my friends, about sharing stories.
When I can’t get the waiter’s attention to
order a round of drinks, my friends feel
like I’m not interested in their stories. It
would be nice to have an easy way to let
him/her know I want to order a drink.
Lounge insight
I want a drink that triggers all my senses. I
like having a unique drink that has a story
to tell. It’s not about quantity but about
quality.
Lounge insight
Up to 40% growth in sales in best practice markets
DETECTING SHOPPER INSIGHTS
TO ENHANCE THE IN-STORE EXPERIENCE
Niels Schillewaert I Julian Ramsey
WHO ASPIRES
A LIFESTYLE
OF HEALTH &
WELLNESS?
WHO IS LIVING
A LIFESTYLE
OF HEALTH &
WELLNESS?
You’re not alone…
“I am very healthy in both lifestyle and diet. I take
supplements and exercise every day without fail.”
“Always read nutrition labels because this is our best
source of information about food nutrition.”
“The best foods are organic, and I recommend these
enthusiastically.”
by Chair315 l M l 45 l Walmart shopper
Healthy Lifestyle but could always use some help in further improving
You’re not alone…
“This is a good price on Doritos, but I ultimately decided to go with
Cheetos. I like Doritos but Cheetos are the best and
they are the same price!”
by Chair315 l M l 45 l Walmart shopper
Healthy Lifestyle but could always use some help in further improving
1
2
3
Understand the H&W shopping behavior
Enhancing the in-store experience
Meeting the H&W consumer needs and
motivations
HOW WOULD YOU
INVESTIGATE THIS?
SHOP-ALONG
VIRTUAL STORE
SIMULATION
EYE-TRACKING
REPORT
CHALLENGE THE
STATUS QUO
TO UNCOVER
FRESH INSIGHTS
CONFINED PERSPECTIVE HOLISTIC OUTLOOK
CONSUMERS BEING LED HUMANS LEADING
INTERACTIVE TOOLSONE-WAY PRESENTATION
People are only a ‘shopper’ or a ‘consumer’ for a couple of hours a day, the
rest of the time they’re just human.
Shopper
Consulting
Board
Sharing
H&W moments
Sharing
how they prepare
for grocery shopping
Going out
on shopper missions
Interactive
workshop
The power of
the metaphor
“I compare a supermarket to a new car salesman. Everything
in the store is shouting for your attention via the packaging,
labeling and prices. Much like cars on a parking lot, each product
on the shelf is trying to get you to pick it up, take it for a test drive
and be loyal to the brand for life.”
by speedle l M l 57 l Publix shopper
Not 100% sure on how to live a healthy lifestyle
Participants share their own methaphors
CONFINED PERSPECTIVE HOLISTIC OUTLOOK
CONSUMERS BEING LED HUMANS LEADING
INTERACTIVE TOOLSONE-WAY PRESENTATION
People are only a ‘shopper’ or a ‘consumer’ for a couple of hours a day, the
rest of the time they’re just human.
THANKS!
Niels Schillewaert I Julian Ramsey
top related