introducing…

SUPER.CONCENTRATED.COLLABORATION.2015

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• There are times when it probably feels

you are working to achieve impossible

deadlines, seemingly unreachable

targets and meet high demands for an

innovation pipeline or repositioning of

your brand(s).

• Imagine having the right people with the

right knowledge and right capability in

the room along with you and your team

together to make your ideas as strong as

they can be in terms of expression and

execution.

• If you are lucky a good recruiter will get

you good people for a good researcher

to get you the findings you need.

• What if you could show your business how

to be smarter with their time and money

in the innovation and brand positioning

process?

MISSION IMPOSSIBLE? WHY DO YOU NEED FUSION FUEL?

• fusion FUEL is our collaboration business.

• With fusion FUEL we work with articulate and

creative consumers, experts and other external

influencers either in place of exploratory

qualitative research to:

create insight

and/or to

enrich and build ideas

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tell me more

I L LUM INAT ION AMPL I F I CAT ION

front end exploratory programmes designed to

create consumer empathy and understanding, insight and

opportunity corridors

iterative creative workshops with

prosumers™ to create, grow and optimise ideas

with you

FUEL can run as standalone sessions (e.g. amplification of existing ideas) or as an integral part of your

innovation / creative development process

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the how and why…

COLLABORATION, NOT

TARGET PRACTICE

FROM CONSUMERS TO

PROSUMERS™

EVERYONE GETS

STUCK IN

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collaboration, not target practice

• We work for weeks making something beautiful, then give it to people paid to have an opinion to shoot at it from behind a mirror. It can be character building, but is it the best use of time and creative energy?

• We work with consumers rather than presenting them with solutions – recognising their desire to be involved, to contribute and to be the owners of success.

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from consumers to prosumers™

• You wouldn’t loan your car to someone without a licence, so why give

your idea to a “representative” consumer to poke at it? What if you

could find positive, creative, prepared and interested people to help

you instead?

• We have a refreshingly different approach to consumer selection.

From experts with specific creative skills, to target consumers who are

engaged in advance. We select and inspire consumers to help, not to

knock down.

• We screen twice - with the second qualitative screener by senior fuel

people. We teach our prosumers™ about constructive and destructive

behaviours, ensuring all our participants have the right attitude and

the best frame of reference when attending a FUEL session.

• They make their contribution in many ways, from pre-work missions that

build a more considered understanding of the category, to

conducting ethno-journals and ‘in field’ research.

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everyone gets stuck in

• We’d never underestimate the need for objective idea

evaluation, but we don’t believe in delegating partly formed

ideas that you’ve sweated and toiled over to people who know

nothing about the journey or the thinking behind the ideas.

• That’s why we get you fully involved, working with the Fusion

Learning team to give you all the help and guidance you need

along the way.

• Our clients tell us that they learn a lot, and it’s also a great way to

increase the engagement of your team and help them be

empowered champions back in the business.

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so what does it look like?

• FUEL is a partnership between the brand team, fusion learning and

the prosumers™. This partnership forms the heart of a creative

workshop, not a traditional focus group.

• Up to 24 prosumers™ are recruited and complete a series of pre-

work tasks to build their expertise and as a springboard for

conversation.

• During the workshop, we work with consumers for 2½ to 7 hours –

setting the scene, providing context and fully debating each and

every one of the concepts or topics.

• In every project, we always aim to leave our clients with valuable

skills that they can use again and again in future. FUEL builds

brand team capability in two ways:

• effective approaches to consumer immersions

• concept crafting and optimisation

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fusion FUEL journey

1- 2 DAYS TO RESULTS 2 W E E K S 1 W E E K

Equip everyone with the right skills and knowledge

Prosumer training including thinking models and category research

Client coaching

Get the right people in the room

Recruit and double screen the target audience

Explore and Build

the articulation and

execution of IdeasCollaborative workshop

combining client team

and prosumers

Consolidate and focus

Efficient and effective next day debrief to clarify,

document and agree next steps on how to take

ideas forward

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We can also do online

fusion FUEL consumer portal

PORTAL HOME PAGE

EXAMPLE QUESTION ASKED

DOWNLOAD FOR WORKSHOP

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some of the brands we’ve worked with…

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fusion FUEL testimonials

We’ve never had more than one concept score top box in France and the UK before, so we felt pretty safe offering you a bonus on finding two of them. We just got the quant results back and we got 5 – the cheque is in the post

INNOVATION LEADER, MCCORMICK, EUROPE

…the FUEL amplification process is a really rich and efficient way for interacting with consumers directly, to build or eliminate concepts quickly.

The consumers were well prepared, so they could better understand our world as much as we could understand theirs. It was an extremely well run session, with highly skilful moderators. By the end of the day, we came away with a really clear understanding of where (and just as importantly, where not) to take the concepts next. It was a real treat, not only did we do good quality work, but we had a good

time doing it! Highly recommended.

DEBORAH PERRY, IDEATION MANAGER, WALGREENS BOOTS ALLIANCE UK

While it was slightly daunting for some at first, I think everyone really enjoyed the experience. We had the opportunity to probe / ask the questions we wanted 'live' (there's nothing worse than watching groups & thinking 'why doesn't the moderator ask x')

INSIGHT MANAGER, HEINZ, AUSTRALIA

Compared to a more traditional focus group approach, I see three key benefits to this approach: firstly, we get a deeper understanding of motivations and can tap into consumer creativity giving us

richer insights. Second, we gain more time jumping directly into quant research with confidence and third, everyone is more engaged as there is nowhere to hide

MARIE DE VRIES, GLOBAL MARKETING MANAGER, ARCHITECTURE, AUSTRALIAN BRANDS, PERNOD RICARD

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T H E C H A L L E N G E

Our overarching challenge was to Invent an integrated system* of

product and services ideas that open the minds of Speedo’s Swim

Fitness consumers to the power of water in achieving their fitness

goals.

W H A T W E D I D Following a wider programme of insight and ideation workshops and

a concept writing master class we conducted a 3 day Fusion FUEL

amplification session including sequential recycling of concepts with a

total of 40 consumers.

T H E O U T C O M E S Fusion FUEL delivered strategic recommendations and refined

concepts, that were tested globally. Ideas that focus on improving the

technique and quality of swim in the form of an app and technical

swimsuits are already in the market

Speedo

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Cancer Research UK

T H E C H A L L E N G E Cancer Research UK identified ‘Active Retirees’ as a strategic priority for

raising funds. The innovation team needed to understand their audience

and come up with money making initiatives and quickly.

W H A T W E D I D We designed a full co-creative session for the Cancer Research UK team to

dig deeper into the attitudes and behaviour of 20 carefully recruited Active

Retirees .

With a selection of new and exciting insights and following a masterclass in

idea generation The Cancer Research UK team were then able to take the

remaining insights and generate a further raft of money generating ideas.

T H E O U T C O M E S We’ve just had a superb sponsors meeting Very positive and very

excited. THANK YOU HUGELY for helping us get there. It's been great fun.

But, more importantly with all your hard work something will definitely come

out of it and I'm hugely confident that we'll make millions and help suffering

caused by cancer. I look forward to telling you about it’

Claire Cotton Venture Catalyst

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Nestle

T H E C H A L L E N G E With time ticking Nestle needed to fill their 2016-2018 pipeline with consumer

centric ideas delivering an incremental £40m p.a. Nestle also wanted to

ensure that the brand teams were integrated in the process to share the

understanding and champion the ideas internally

W H A T W E D I D Fusion FUEL explored and built 26 concepts* over 3 days , with 60 prosumers

and 25 + Nestle clients across the Nestle MAG 7 brands (Kit Kat, Milky Bar,

Rowntrees, Smarties, After Eight, Aero and Quality Street)

T H E O U T C O M E S With live debriefs conducted after each session the brand teams could

immediately action the results taking the necessary steps to turn concepts

into a reality and onto the supermarket shelves within the tight deadlines

required.

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Walgreens Boots Alliance UK

T H E C H A L L E N G E

Walgreens Boots Alliance UK needed rich and efficient feedback on a raft of game-changing mascara and complexion products and product related services*

W H A T W E D I D

We ran a Fusion FUEL workshop combining 10 of the Walgreens Boots Alliance team and 20 or their target audience

• The target prosumer audience were prepared for the session with (amongst other things) an introduction to a constructive thinking model, tasking them with reflection of their make up usage and behaviour and in the field category research.

• We spent a half day aligning on concepts and coaching the Walgreens Boots Alliance team on how to get the most of their time with prosumers*

T H E O U T C O M E S

This was our client’s take :- “…the FUEL amplification process is a really rich and efficient way for interacting with consumers directly, to build or eliminate concepts quickly. The consumers were well prepared, so they could better understand our world as much as we could understand theirs. It was an extremely well run session, with highly skilful moderators. By the end of the day, we came away with a really

clear understanding of where (and just as importantly, where not) to take the concepts next. It was a real treat, not only did we do good quality work, but we had a good time doing it! Highly recommended” Deborah Perry, Ideation Manager,

Walgreens Boots Alliance UK

WHAT CAN WE DO FOR YOU?

SUPER.CONCENTRATED.COLLABORATION.2015