Idea Generation+Innovation+Funnel

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    IDEA GENERATION TECHNIQUES

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    Have a Plan

    Stage 1:

    Agree NPDpriorities:

    Clarity on brandstrategyExplore potentialNPD territoriesAssessment andpriorities

    Gate 1:Charter

    Stage 2a:

    Develop agreedterritories into full

    conceptsCo-creation withconsumersInnovation agencyexpertise

    Stage 2b:

    Concept evaluation:STM

    With product ifavailable 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

    Start with the solution and brainstorm problems

    A new approach to an old problem

    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 RealisableOpportunities

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    Introduction to innovation

    Definitions

    DimensionsDrivers

    Developments

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    What is innovation?

    t Innovation is the process and outcomeof creating something new, which isalso of value.

    t Innovation involves the whole processfrom opportunity identification,ideation or invention to development,prototyping, production marketing and

    sales, while entrepreneurship onlyneeds to involve commercialization(Schumpeter).

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    What is innovation?

    tToday it is said to involve the capacityto quickly adapt by adopting newinnovations (products, processes,strategies, organization, etc)

    tAlso, traditionally the focus has been onnew products or processes, butrecently new business models have

    come into focus, i.e. the way a firmdelivers 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 sustainabledevelopment

    Increased demend for accountability

    Demographic, social and maket changes

    Rising customer expectations regarding serviceand quality

    Changing economy

    Greater availability of potentially usefultechnologies coupled with a need to exceed thecompetition 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

    n nnova on ra ses

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    n nnova on ra sesnew issues and

    problemst Greater emphasis on commercializingscientific discoveries, particularly in IT andthe bio-sciences

    t Speed and potential value of scientific progressleads to emphasis on solid and well-

    designed portfolios of research projectst Universites as active drivers of innovation:

    Academic entrepreneurship and theentrepreneurial university

    t University-industry partnerships

    t Increased search for radical innovation andtop-line growth.

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    Useful Websites

    t Entrepreneurs.about.com/cs/ideas

    t Entrepreneurs.about.com/library/weekly/199/aa092799.htm

    t www.bizplus.ie

    t www.circle-of-excellence.com

    t www.cocd.be/eng/index.htm

    t www.entrepreneur.com

    t www.irc.net.lu

    t www.niftybusinessideas.com

    t www.planware.org

    t www.powerhomebiz.com

    t www.ideacafe.com

    A strong innovation funnel is recognised

    http://www.bizplus.ie/http://www.circle-of-excellence.com/http://www.cocd.be/eng/index.htmhttp://www.entrepreneur.com/http://www.irc.net.lu/http://www.niftybusinessideas.com/http://www.planware.org/http://www.powerhomebiz.com/http://www.ideacafe.com/http://www.ideacafe.com/http://www.powerhomebiz.com/http://www.planware.org/http://www.niftybusinessideas.com/http://www.irc.net.lu/http://www.entrepreneur.com/http://www.cocd.be/eng/index.htmhttp://www.circle-of-excellence.com/http://www.bizplus.ie/
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    A strong innovation funnel is recognisedas critical to future business success

    Innovation is a pre-requisitefor sustained growth. There is

    no other path.. And it has tooccur across the enterprise

    A.G. Laffley, CEO, Proctor & Gamble

    I t ti f d h i i ht i k t

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    Integration of consumer and shopper insight is key tofacilitating successful innovation

    t Inform marketing strategy and identify opportunity areas

    by brandt Identify ideas which can have a genuine role in

    consumers lives, deliver competitive advantage andare future-focused

    t Filter out weak ideas at an early stage and ensure we

    focus resource against ideas with greatest consumerpotential

    t Optimise development and execution from idea to in-market execution

    t Evaluate success of new products in the market-place

    t Ensure learning from successes and failures feeds backinto future innovation devt

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    Role of Research in the InnovationProcess

    Aligning research protocols with CIF : we need to be clear

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    Aligning research protocols with CIF : we need to be clearabout the key consumer and business questions which need to

    be answered at each stage of the process

    Decision toDevelop Gate

    Decision toLaunch

    Gate

    Decision toProduce

    Gate

    Post LaunchReview

    Gate

    Decision to

    Charter Gate

    Idea ScopingStage

    Preliminary BusinessCase Stage

    Full DevelopmentStage

    Launch PreparationStage

    Market ExecutionStage

    IdentifyS

    trategicprioritiesa

    ndPortfo

    lioRoles-LRP

    Human &CulturalInsights

    Usage/Attitudes

    Deskresearch

    ConsumerEncounters

    exploreopportunityin real world

    context

    Desk research refine product

    brief

    Consumerclinics

    incubate and

    help build &refine idea

    Conceptevaluation to

    determine

    potential(internal or

    externaldepending on

    risk level)

    Qual mix optimisation

    Quant internal formulationscreening

    Quant branded producttest / CPT

    Quant STM eg. 4Caster

    or

    Incubator test mkt

    or

    Comms devt 3/6/12month reviewspost launch

    Research and Insight in the innovation funnel

    Quant consumer sensorytesting

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    Research & Insight in the Innovation Funnel : HIGH RISKPROJECTS

    Decision toDevelop Gate

    Decision toLaunch

    Gate

    Decision toProduce

    Gate

    Post LaunchReview

    Gate

    Decision to

    Charter Gate

    Idea ScopingStage

    Preliminary BusinessCase Stage

    Full DevelopmentStage

    Launch PreparationStage

    Market ExecutionStage

    IdentifyS

    trateg

    icprioritiesa

    ndPortfo

    lioRoles-LRP

    Human &CulturalInsights

    Usage andAttitudes

    Deskresearch

    ConsumerEncounters

    exploreopportunityin real world

    context

    Desk research refine product

    brief

    Consumerclinics

    incubate and

    help build &refine idea

    Conceptevaluation to

    determine

    potential(internal or

    externaldepending on

    risk level)

    Qual mix optimisation

    Quant internal formulationscreening

    Quant branded producttest / CPT

    Quant STM eg. 4Caster

    and/or

    Incubator test mkt

    or

    Comms devt 3/6/12month reviewspost launch

    Quant consumer sensorytesting

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    Research & Insight in the Innovation Funnel :MEDIUM RISK PROJECTS

    Decision toDevelop Gate

    Decision toLaunch

    Gate

    Decision toProduce

    Gate

    Post LaunchReview

    Gate

    Decision to

    Charter Gate

    Idea ScopingStage

    Preliminary BusinessCase Stage

    Full DevelopmentStage

    Launch PreparationStage

    Market ExecutionStage

    IdentifyS

    trateg

    icprioritiesa

    ndPortfo

    lioRoles-LRP

    Human &CulturalInsights

    ConsumerEncounters

    exploreopportunityin real world

    context

    Desk research refine product

    brief

    Consumerclinics

    incubate and

    help build &refine idea

    Conceptevaluation to

    determine

    potential(internal or

    externaldepending on

    risk level)

    Qual mix optimisation

    Quant internal formulationscreening

    Quant branded producttest / CPT

    Quant STM eg. 4Caster

    or

    Incubator test mkt

    or

    Comms devt 3/6/12month reviewspost launch

    Quant consumer sensorytesting

    Usage andAttitudes

    Deskresearch

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    Research & Insight in the Innovation Funnel : LOW RISKPROJECTS

    Decision toDevelop Gate

    Decision toLaunch

    Gate

    Decision toProduce

    Gate

    Post LaunchReview

    Gate

    Decision to

    Charter Gate

    Idea ScopingStage

    Preliminary BusinessCase Stage

    Full DevelopmentStage

    Launch PreparationStage

    Market ExecutionStage

    IdentifyS

    trategicprioritiesa

    ndPortfo

    lioRoles-

    Human &CulturalInsights

    Habits andAttitudes

    Deskresearch

    ConsumerEncounters

    exploreopportunityin real world

    context

    Desk research refine product

    brief

    Consumerclinics

    incubate and

    help build &refine idea

    Conceptevaluation to

    determine

    potential(internal or

    externaldepending on

    risk level)

    Qual mix optimisation

    Quant internal formulationscreening

    Quant branded producttest (skinny test)

    Quant STM eg. 4Caster

    or

    Incubator test mkt

    or

    Comms devt 3/6/12month reviewspost launch

    Quant consumer sensorytesting