Using CRISs in a commercial context

a presentation for EUROCRIS

given by Julie HorneDirector, Oakland Innovation

Using CRISs in a commercial context

About Oakland

Commercial users of CRISs

Research Methodologies

Value of CRISs and ‘brokerage’ services

Oakland Innovation and Information Services Ltd

Established in 1989, based on Cambridge Science Park, UK

Deliver business services to support innovation in science

and technology based organisations

Team of 16 business, information, and scientific specialists

with range of specialist associates

Oakland clients stretch across the Science and Technology landscape

CompaniesAir Liquide, Masterfoods,

P&G, 3M, ICI, Shell

UniversitiesAURIL

BirminghamCambridge

Intermediary Service Organisations

CONTACTRelay Centres

Research and technology Organisations

Faraday partnershipsIFR

Technology Consultancies

TTPQuinetiq

Gov. AgenciesDTIEU

UK Research Councils

Oakland CRIS Experience

Early database prototypes of UK Research Council data now relaunched as www.seknet.co.uk

Technology database for PPARC Expert database for WiTEC

Using CRISs in a commercial context

About Oakland

Commercial users of CRISs

Research Methodologies

Value of CRISs and ‘brokerage’ services

Commercial users of CRIS’s

Companies using science and technology to innovate

New products

New processes

New services

Use Oakland to provide ‘opinion with evidence’ to aid early stage decision-making processes

CompaniesAir Liquide, Masterfoods,

P&G, 3M, ICI, Shell

What is the Question?

What ‘new’ technology

will deliver a solution to this need ?

How might this technology impact on our business?

Does this proposition represent a worthwhile

opportunity?

What new markets could we exploit with our

capability/products?

Who could we work with?

Can we get more value from external knowledge and resources?

What is the question?

Study of the future of medical sterilisation technologies

Typical Assignments

What opportunities might nano-technology offer a

polymer materials manufacturer?

What technology could be used to reliably measure the hotness of spices in

food products?

Review of coating technology For glass – evaluation of potential substitutes

Typical Assignments

Centres of excellence in High Pressure Processing

What are the characteristics of a world class packaging innovation team What is the best route to

market for an isoflavone supplement in Europe.

What are the commercial implications of adopting GM technology?

Using CRISs in a commercial context

About Oakland

Commercial users of CRISs

Research Methodologies

Value of CRISs and ‘brokerage’ services

Using a mix of tools to facilitate the research process

DialogSTN

CRISsDelphionKompassMedline

QuestionnairesTelephone Research

Face-to-face InterviewsFocus Groups

Workshops

SecondaryResearch

Data Analysis

SWOTPorter

PESTELSegmentation

Stakeholder Analysis

Brainstorming Root Cause Analysis

Structured Inventive ThinkingScenario Building

Road Mapping

Primary Research

Problem Analysis

Secondary Research

Use a variety of online and published sources to compile information. Eg. Scientific Literature, patents,learned articles, market reports, CRISs, news feeds etc

Useful to:

– Build your understanding of the science/technology

– ‘Scope’ or ‘Landscape’ the subject or market area

– Build a quick list of broadly relevant individuals/experts

Example of subject landscape

Reliability and completeness of information

Secondary research is rarely the complete solution Information can be overwhelming Scientific Literature is historical Hard to understand relative merits of individuals’

research or a group’s ‘gravitas’

You have to talk to people!

Primary Research

Primary research is used to achieve 2 main objectives:

1. To find partners and suppliers and to validate their suitability

2. To validate knowledge and understanding, help extend your field of vision, and to generate forward looking insights

Finding Partners

What are the relevant selection criteria?

– Are you looking for an individual or a group/Centre? – Are certain facilities important/critical?– Do you need breadth, depth or both of knowledge?– Is geography/location/language skill important?– Experience of working with industry?– Do they need to be cutting edge/ leaders?– Does it matter who else are they working with?– Personal characteristics?

Diag 1: Illustration of Peer Recommendation Process

Simon Howell

Nicholas Moore

Otto Lesch

Ian Hindmarch

Giorgi Giorgio

Ting Kai Li

Pat Toseland

Timothy Peters

Raymond Anton

Jonathan Chick

John Littleton

Dharam Agarwal

Enrico Tempesta

Paul Verbanck

GabrielePozzato

Philippe de Witte

Keith Tipton

Jorg Morland

A. Leslie Morrow

Elaine Shen

Adron Harris

Mario Dianzani

Fabio Fadda

Emanuele AlbanoGian Luigi Gessa

Zvani Rossetti

Stefano Govoni

Guiseppe Poli

Charles Lieber

Amardeep Dhillon

Norman Palmer

Paul Kulkosky

Richard Deitrich

Kathryn Kitson

Marc Schukit

J A Walburg

Wim van den BrinkFrederick de WolffReinout Wiers

Kai Lindros

Matti Hillbom

FlavioPoldrugo

Peter Geerlings

Henk Hendriks

L. Beilin

Hank Samson

Ian Puddey

S

Building Knowledge/Gathering opinion

Use literature to find springboard data and experts Use CRISs to find springboard contacts Follow-up contacts and seek opinion and comment Seek further recommendations and follow-up

accordingly

BUT Who do you listen to?

Sourcing the Intelligence

SpringboardData

Springboard Contacts

Intelligence Zone

Weighting the Sources

Cri

teri

a 2

Cri

teri

a 1

Criteria 3High

Low

Low

Low

INTERVIEWS

INTERVIEWS

SECONDARY

SECONDARY

SOURCES

SOURCES

Deriving the Message

Pearls – provides robust intelligence to

derive the key messages.Oysters

– confirms the key messages and reveals challenges to conventional wisdom.

Fisherman – occasionally yields new angles

and radical thinking.Secondary

– Substantiates or challenges insights harvested through interviews.

Example project outcome

Task: US client with a patent for a nutritional supplement for treatment of menopause– what is best route to market in Europe?

Emerging market: secondary very patchy: so primary research among stakeholders (clinicians) and retailers of nutritional supplements.

Research Outcome: Industry structure indicated small players were owned by big pharmas. Segmentation very significant: culture very important

Recommendation: No direct marketing but look for licensing opportunites. Start with Pharmas in Italy. Company now has licensing deal in place.

Using CRISs in a commercial context

About Oakland

Commercial users of CRISs

Research Methodologies

Value of CRISs and ‘brokerage’ services

The value of Oakland’s services

Providing anonymity and

objectivity

Applying robust research

methodologies

Extending your field of vision

by accessing new networks

Generating forward looking

insights through in depth

interviewing techniques

Providing pertinent and

actionable advice based on

analysis of research

How do CRISs add value?

Structure gives coherence to otherwise scattered dataSearching terms and tools speed up processUniform detailGive validity to information?

Must be reasonably up to dateEditorial process must be explicitSearch functions must be easily understoodMust understand ‘completeness’

Oakland Innovation and Information Services18 Cambridge Science Park

Cambridge CB4 0FH

Tel +44 (0)1223 507500

www.oakland.co.ukwww.seknet.co.uk