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An innovation process should…• Include critical early steps• Nurture ideas• Evaluate market performance

©2009 Ipsos

10 Secrets to ‘Award-Winning’ InnovationsSecret #1: Follow the Road to StardomRigorously Follow an Innovation Process.

Identify the type of innovation so you can…• Evaluate it appropriately• Include different types of innovations in your funnel• Recognize when you really have a breakthrough product

Secret #2: Know Your GenreDifferent Innovations Require Different Evaluation Techniques.

Test ideas effectively by…• Differentiating between an idea and a concept• Using a quantitative approach• Identifying your best ideas to develop into concepts

Secret #3: Recognize When A Star Is BornInclude Idea Screening in the Innovation Process.

Use the RED Measures to…• Predict new product success• Make improvements• Link steps in the innovation process

Secret #4: Roll Out the RED CarpetRelevance. Expensiveness. Differentiation.

Purchase Intent…• Is sensitive to concept design• Can favor LXs and overlook niche and breakthrough ideas• Offers no diagnostic direction

Secret #5: Don’t Rely on the Classics…like Purchase Intent.

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Focus on markets that are…• Developing• Uncrowded• Dominated by a few brands

Secret #6: Grab the SpotlightFocus on Developing Markets Where You Can Be the Star.

Position yourself as…• Having a single strength (and no weaknesses), or• Meeting many needs, or• Owning a relevant need

Secret #7: Leverage Your Star PowerUnderstand Your Competitive Advantage.

Use caution with databases…• May contain few cases • Likely contain failures• Do not provide the relevant comparisons of Most Often Purchased Product

Secret #8: Look at the Top PerformersDon’t Rely On Comparative Databases.

Copy development should…• Start with the message • Build upon concept testing results • Uses measures consistent with concept testing and post-launch performance

Secret #9: Catapult to StardomUse Concept Results to Develop Successful Advertising.

Forecast throughout the innovation process using a modular system that is…• Flexible• Consistent• Validated

Secret #10: Direct Your New Product to SuccessForecast Market Potential Along the Way.