co-creative innovation smartees workshop
TRANSCRIPT
Who are we?
#1
@MCDONALDSIMON
Top 10 most innovative marketing research agency of the world (GRIT 2014)
Global Community Moderator Network
across +50 countries
Proud to work for +30% of the world’s global brands
We have been
cheered by the
industry with
more than 25
international
awards
New York
London
Sydney
Rotterdam
Ghent
Timisoara
Our vision on contemporary marketing is evangelized through our best-selling books.
@MCDONALDSIMON
What’s our vision?
#2
@MCDONALDSIMON
CONSUMER
ACTIVATEDCONSUMER
CENTRICCONSUMER
ORIENTED
COMPANY
ORIENTED
Where are you?
@MCDONALDSIMON
@MCDONALDSIMON
@MCDONALDSIMON
TWO-WAYONE-WAY
ALWAYS ONAD HOC
INTEGRATEDSILO
CONNECTEDDISCONNECTED
CONSUMER-
CENTRIC
CONSUMER-
ACTIVATED
@MCDONALDSIMON
@MCDONALDSIMON
@MCDONALDSIMON
Content
Welcome
A touch of empathy in innovation
Workshop session
the Heineken Pop-Up City Lounge
Wrap up and Q&A
@MCDONALDSIMON
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
#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.
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
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
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
Game of Context
Sample screening
Mission statement
Picture upload
Concept evaluation
IDincubationdiversity
4 principles of
Co-creative Innovation
Aassessment
Eempathy
Content
Welcome
A touch of empathy in innovation
Workshop session
the Heineken Pop-Up City Lounge
Wrap up and Q&A
@MCDONALDSIMON
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
http://linkedin.com/in/thomastroch
Thomas TrochSenior Research Manager, InSites Consulting
Content
Welcome
A touch of empathy in innovation
Workshop session
the Heineken Pop-Up City Lounge
Wrap up and Q&A
@MCDONALDSIMON
I D E A
WORKSHOP
LINE UP
FROM YOUNGEST
TO OLDEST
GROUP
BASED ON COLOURS
YOU ARE WEARING
‘TWICE’
TO MEET YOU
Impact
measurement
#5E
empathy
Empathy
Share your observations within
your group.
What are frictions or delighters
you have observed?
Empathy
Turn the most emotional
observations into 3 hypotheses.
“I noticed that…”
“I guess this is because…”
Empathy
Share your most surprising /
unexpected hypothesis.
What could be the innovation
challenge? “How to …”
Impact
measurement
#5D
diversity
Diversity
Can you come up with ideas for
your innovation challenge?
Diversity
Let’s use the brand alphabet for
additional diversity!
“What would [brand] do?”
Empathy
Share the idea you’re most excited
about…
Impact
measurement
#5I
incubation
Incubation
Where can ‘speakers’ add value to
the innovation process?
Impact
measurement
#5A
assessment
Insert new innovation that doesn’t match breakfast moment.
> Picture of breakfast
I D E Aincubation diversity empathy assessment
