Fast tracking the

innovation process

Alice Moss

2

3

4

5

6

Insight generation

Insight prioritisation

Crowdsourcing Concept development Overnight

Concept screening

Day 1 Day 2 Day 4 Day 5 Day 6 Day 7Day 3 Weekend

7

8

Creativity is like peanut butter – the broader the bread slice,

the lighter the taste. When a brief is too broad the community

spreads ideas across multiple benefits and need states.

Which always brings stuff the clients already know – fast, but

with no new material. The goal of the brief is to bring the

community to the edge of what the brand doesn’t know

already.

Francois Petavy

CEO

eYeka

“

”9

10

11

12

13

Ilona

Kazakhstan

Rozelle

Australia

Travel with

Activia Exotic

Activia Dipping Sticks

Martin

United Kingdom

Activia Made Myself

14

15

16

Concept 3

17

Bottom 50% 50 - 25% Top 25%

Trial

CONCEPT A CONCEPT

BENCHMARK CONCEPT B CONCEPT C CONCEPT D CONCEPT E

18

19

19

Thank you