IDEA GENERATION TECHNIQUES

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Have a Plan

Stage 1: Agree NPD priorities: Clarity on brand strategy Explore potential NPD territories Assessment and priorities

Stage 2a: Develop agreed territories into full concepts Co-creation with consumers Innovation agency expertise

Stage 2b: Concept evaluation: STM With product if available

Gate 1: Charter

Gate 2: Develop

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Idea Generation

George Bernard Shaw

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Haves

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Have Nots

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Sources of Ideas.

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Techniques for generating ideas

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Generating New Ideas

Two techniques for generating innovative ideas:

An Old Approach to a new problem

A new approach to an old problem

Start with the solution and brainstorm problems

Start with a problem and brainstorm solutions

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Techniques for generating ideas

t t t t t

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Assessing a Good Idea

t t

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Transforming Ideas into Realisable Opportunities

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Introduction to innovation Definitions Dimensions Drivers Developments

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What is innovation?

t Innovation is the process and outcome of creating something new, which is also of value.

t Innovation involves the whole process from opportunity identification, ideation or invention to development, prototyping, production marketing and sales, while entrepreneurship only needs to involve commercialization (Schumpeter).
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What is innovation?

t Today it is said to involve the capacity to quickly adapt by adopting new innovations (products, processes, strategies, organization, etc)

t Also, traditionally the focus has been on new products or processes, but recently new business models have come into focus, i.e. the way a firm delivers value and secures profits.

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What is innovation?

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Dimensions of innovation

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Drivers for innovation Financial pressures to reduce costs, increase efficiency, do more with less, etc Increased competition Shorter product life cycles Value migration Stricter regulation Industry and community needs for sustainable development Increased demend for accountability Demographic, social and maket changes Rising customer expectations regarding service and quality Changing economy Greater availability of potentially useful technologies coupled with a need to exceed the competition in these technologies
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What is innovation?

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New conditions for innovation

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New conditions for innovation

for NPD, as suppliers of new knowledge (which they cannot develop themselves), or organizational renewal, for experimentation with busienss models, for opening new markets, etc

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in innovation raises new issues and t Greater emphasis on commercializing problems

scientific discoveries, particularly in IT and the bio-sciences t Speed and potential value of scientific progress leads to emphasis on solid and welldesigned portfolios of research projects t Universites as active drivers of innovation: Academic entrepreneurship and the entrepreneurial university t University-industry partnerships t Increased search for radical innovation and top-line growth.
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Useful Websites
t t t t t t t t t t t Entrepreneurs.about.com/cs/ideas Entrepreneurs.about.com/library/weekly/199/aa092799.htm www.bizplus.ie www.circle-of-excellence.com www.cocd.be/eng/index.htm www.entrepreneur.com www.irc.net.lu www.niftybusinessideas.com www.planware.org www.powerhomebiz.com www.ideacafe.com

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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

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Integration of consumer and shopper insight is key to facilitating successful innovation t Inform marketing strategy and identify opportunity areas by brand t Identify ideas which can have a genuine role in consumers lives, deliver competitive advantage and are future-focused t Filter out weak ideas at an early stage and ensure we focus resource against ideas with greatest consumer potential t Optimise development and execution from idea to inmarket execution t Evaluate success of new products in the market-place t Ensure learning from successes and failures feeds back into future innovation devt

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Role of Research in the Innovation Process

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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
Research and Insight in the innovation funnel
Idea Scoping Stage
Preliminary Business Case Stage

Full Development Stage

Identify Strategic priorities and Portfolio Roles - LRP

Desk research refine product brief Human & Cultural Insights Usage/Attitu des Desk research Qual mix optimisation Consumer clinics incubate and help build & refine idea Quant internal formulation screening Quant consumer sensory testing Quant branded product test / CPT Consumer Encounters explore opportunity in real world context Concept evaluation to determine potential
(internal or external depending on risk level)

Launch Preparation Stage

Market Execution Stage

Comms devt

3/6/12month reviews post launch

or
Quant STM eg. 4Caster

or
Incubator test mkt

Decision to Launch Gate

Decision to Produce Gate

Post Launch Review Gate

Decision to Develop Gate Decision to Charter Gate

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Research & Insight in the Innovation Funnel : HIGH RISK PROJECTS

Idea Scoping Stage
Preliminary Business Case Stage

Full Development Stage

Identify Strategic priorities and Portfolio Roles - LRP

Desk research refine product brief Human & Cultural Insights Usage and Attitudes Desk research Qual mix optimisation Consumer clinics incubate and help build & refine idea Quant internal formulation screening Quant consumer sensory testing Quant branded product test / CPT Consumer Encounters explore opportunity in real world context Concept evaluation to determine potential
(internal or external depending on risk level)

Launch Preparation Stage

Market Execution Stage

Comms devt

3/6/12month reviews post launch

and/or
Quant STM eg. 4Caster

or
Incubator test mkt

Decision to Launch Gate

Decision to Produce Gate

Post Launch Review Gate

Decision to Develop Gate Decision to Charter Gate

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Research & Insight in the Innovation Funnel : MEDIUM RISK PROJECTS

Idea Scoping Stage
Preliminary Business Case Stage

Full Development Stage

Identify Strategic priorities and Portfolio Roles - LRP

Desk research refine product brief Human & Cultural Insights Usage and Attitudes Desk research Qual mix optimisation Consumer clinics incubate and help build & refine idea Quant internal formulation screening Quant consumer sensory testing Quant branded product test / CPT Consumer Encounters explore opportunity in real world context Concept evaluation to determine potential
(internal or external depending on risk level)

Launch Preparation Stage

Market Execution Stage

Comms devt

3/6/12month reviews post launch

or
Quant STM eg. 4Caster

or
Incubator test mkt

Decision to Launch Gate

Decision to Produce Gate

Post Launch Review Gate

Decision to Develop Gate Decision to Charter Gate

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Research & Insight in the Innovation Funnel : LOW RISK PROJECTS

Idea Scoping Stage
Preliminary Business Case Stage

Identify Strategic priorities and Portfolio Roles -

Full Development Stage

Desk research refine product brief Human & Cultural Insights Habits and Attitudes Desk research Qual mix optimisation Consumer clinics incubate and help build & refine idea Quant internal formulation screening Quant consumer sensory testing Quant branded product test (skinny test) Consumer Encounters explore opportunity in real world context Concept evaluation to determine potential
(internal or external depending on risk level)

Launch Preparation Stage

Market Execution Stage

Comms devt

3/6/12month reviews post launch

or
Quant STM eg. 4Caster

or
Incubator test mkt

Decision to Launch Gate

Decision to Produce Gate

Post Launch Review Gate

Decision to Develop Gate Decision to Charter Gate

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