Download - 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
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Assessing a Good Idea
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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