new product development & innovation webinar: activate your truth!
DESCRIPTION
The Activate Your Truth approach enables businesses to push well beyond where their thinking is today and identify new areas of opportunity and of incremental sales and profits. This approach merges the Truth uncovered in the research process with the power of businesses’ internal subject matter experts to create a unique and powerful “Collective Genius” within the team. The team is then lead through a structured protocol which focuses the group to push beyond their current boundaries and to innovate and create actionable development work around the strategic imperatives of that specific initiative. When you drive Activate Your Truth, a true clarity of direction is developed, the power of business propositions are fully realized and team alignment is achieved– all moving your best business thinking far beyond what traditional innovation approaches have ever achieved. Presenters: John Williamson John founded Qualvu in 2007 with a vision to disrupt the $6 billion qualitative research category, by taking research out of the focus group and into consumers’ lives. Qualvu provides businesses a platform to gather online video-based insights from their customers faster and more cost effectively than ever before. As Qualvu’s Chief Executive Officer, John is responsible for the company’s strategic vision and execution, and has grown Qualvu from start-up to the leader in video-based qualitative intelligence, more than tripling revenues in 2010 with over 700 projects and over 100,000 video responses. Qualvu’s clients include some of the world’s most influential brands, including Procter & Gamble, Microsoft, Unilever, Chrysler, Toyota, Disney, Kellogg’s, and Yahoo!. Formerly, John was a founding partner of VerusLive, a pioneer in the field of online in-depth interview techniques. Innovations he helped design have been used by companies such as Microsoft, Ericsson and Comcast to conduct more than 1,000 webcam interviews across the globe. John also co-founded Jabbits, the world’s first video-based online Q&A community. John has held leadership positions in the technology industry, including Guardent, which was acquired by VeriSign in 2005, and eSoft, where he assisted on their IPO in 1999 and served as Managing Director of international sales in London. John has also successfully built various start-ups. He founded and ultimately sold Maxwell Express, a transportation logistics firm that pioneered development of technology-based delivery systems. He earned a Bachelor of Fine Arts degree in Marketing and Advertising from Southern Methodist University. Keith Robinson Keith Robinson has a track record of success across high-profile consumer and brand-driven companies such as Leo Burnett, Frito-Lay, Quaker Oats and Boston Market. Robinson has extensive experience and expertise in developing customer and business insights and then transforming those insights into strategies and programs that drive business results and build brands. Robinson’s strong grounding in the consumer and insight aspects of the business started at the outset of his career with positions in marketing research with Leo Burnett Advertising and Frito Lay. Drawn by the desire to leverage those insights into a direct decision-making role, Robinson then made the transition to the brand marketing side of the business moving through positions of increasing leadership and cross-functional business responsibility at both Frito-Lay (Doritos-launching Cool Ranch Doritos, Tostitos, Lays and Ruffles) and the Quaker Oats Company (Cap’n Crunch, Quaker100% Natural, Quaker Oats brand hot and cold cereals). Robinson then moved into the retail arena with 12 years at Boston Market in a variety of roles ranging from VP New Products, to Chief Marketing Officer for the restaurant business, to developing and leading the supermarket retail business. Eddy Wittry Eddy Wittry is a brand and product development expert specializing in the strTRANSCRIPT
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ACTIVATE YOUR TRUTH
Breakthrough in New Product Development
Drive innovation
From Research to P&L
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YOUR PRESENTERS
John WilliamsonCEO & Founder
Email: [email protected]: @johnmwilliamson
Keith RobinsonSenior Strategist
Email: [email protected]
Eddy WittrySenior Strategist
Email: [email protected]
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LET’S DEFINE INNOVATION
There’s the Wikipedia version…1: the introduction of something new 2: a new idea, method, or device
Then there’s your version …1: ideas and action that impact your P&L2. research with huge stakes
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THE PROBLEM
INNOVATION & RESEARCH ARE BROKEN
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INNOVATION TODAY
Internally Driven
Underdeveloped Outcomes• Lack of….• Grounding in reality• Focus• Validation• Creative process
Participant Ill Will• Not comfortable• Tension from Ambiguity• Waste of time • Low Team Ownership
Innovation Firms Expensive Black box process Loss of Control Not Grounded in Realities No Team Ownership
Outcome Laundry list of thoughts
Outcome Risky, tough toexecute ideas
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WHAT’S NEEDED
You need to base innovation on TruthUnbridled reality of your customers and potential customersFunctional realities of your internal business & stakeholder
The Innovation process itself begs for Innovation!Changing behavior of your potential customersEfficient, fast, integrated, and cost effective new ways
Innovation can’t happen in a vacuumStakeholders MUST be involvedCross-organizational commitment = Big wins
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THE ACTIVATE YOUR TRUTH APPROACH
SOLUTIONACTIVATE YOUR TRUTH
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INNOVATIONTOMORROW
ExternalTruth-based consumer insights
Internal Truth-based Cross disciplinarySubject Matter Experts
Real Innovation froma Higher Standard ofCollective Intelligence
INNOVATION IN INNOVATION
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INNOVATIONTOMORROW
+Internal Truth-based Cross disciplinarySubject Matter Experts
Real Innovation froma Higher Standard ofCollective Intelligence
INNOVATION IN INNOVATION
External Truth Internal TruthInnovation
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EXTERNAL TRUTH : CONSUMER INSIGHTS
The company that brought innovation and better intelligence to qualitative market research
Online video feedback – out of the focus group and into people’s lives
World class Strategy and Actionable Reporting
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INTERNAL TRUTH: KEY TO INNOVATION
Led by research, executed across teams vital to innovation success
The right prism for consumer insights and “A-Ha!” insights
Enthusiastic buyin across and up the organization
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MORE SPECIFICALLY,
THE “ACTIVATE YOUR TRUTH” APPROACH…
pushes you well beyond where thinking is today identifies new opportunities to deliver growth leverages your internal experts produces grounded innovation truly activates consumer insight enables you to control your innovation process
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INNOVATION EMERGES FROMINFUSING FRESH & ACCURATE
INSIGHTS WITH SUBJECT MATTEREXPERTS IN A DISCIPLINED
PROCESS
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ACTIVATE YOUR TRUTH PROTOCOL
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HOW IT WORKSACTIVATE YOUR TRUTH
Smart StartDiscoverConsumerOpportunities
Internal Team Builds InitialConstructs
Pressure TestPreliminaryConcepts
Refine &Adjust FinalConcepts
AN INTEGRATED SOLUTION COMBINING INNOVATIVE CONSUMER RESEARCH WITH INTERNAL BRAND EXPERTS TO BUILD INNOVATION CONSTRUCTS
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YOUR INTERNAL PRE-SUMMITSTART SMART
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BUILDING FOUNDATION
Output
Smart Study Design
RationaleBetter Research is the Result of Better Preparation
ActionCoalesce Organizational Intelligence
InputProject Goals &
ObjectivesKey Historical Research Data
Interviews with Key Stakeholders
Moderated internal working sessionAttendees: Qualvu Strategy Team
INTERNAL PRE-SUMMIT
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BETTER PREPARATION: BETTER RESEARCHINITIAL PROJECT
Right Participants Qualvu Collection
Rich InsightsVideo Report:
Actionable Recommendations
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INNOVATION SUMMITIDENTIFYING & UNCOVERING
NEW OPPORTUNITIES
MORNING SESSIONAFTERNOON SESSION
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MORNING: INSIGHT IMMERSION SESSION
Review Qualvu outputCandid, truthful video sessionsGrounding internal stakeholders in the InsightsInternal Truth
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AFTERNOON: INNOVATION WORK SESSION
Purpose: Leverage ‘world view’ to build highly relevant concepts
The Qualvu Innovation process combines the “Collective Intelligence” of your Internal Team with consumer insights to identify and develop new thinking.
CollectiveGenius
ConsumerInsights Innovation
Internal Team Collective
Intelligence
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BUILD INITIAL CONCEPTSPOST SUMMIT
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CONCEPT DEVELOPMENT PHASE
The Qualvu Strategy Team:
…brings the group’s concepts to life and into sharp focus.
…will step back from the inputs developed to fully form the concept direction and to apply the focus offered by the filter of the strategic framework.
…yields refined and tightly written concept statements.
…then back to the Team
POST INNOVATION SUMMIT
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TOTAL TEAM CONCEPT SESSION
Output
Research Ready Concept Statements
RationaleAllow Project Core Team to Get Draft Concepts to Research Ready Stage
ActionReview Draft Concepts Refine and Improve
InputDraft Concept Statements
Purpose: Leverage World View on Research Ready Concepts
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PRESSURE TESTING & REFINING CONCEPTS
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1. PRESSURE TEST PROJECT
Initial reaction LikelihoodTo purchase
Usage Scenarios Suggestionsor
improvements
Purpose: Fully validate Concepts Against Consumer Truth
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POWERING THE PRESSURE TEST
Truthful Human Intelligence: Deeper insight than traditional methods
In the moment, cultural, and ethnographic
Better feedback = better concepts
Purpose: Revise Concepts Based on Consumer Insights
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2. CONCEPT REFINEMENT WORKSHOPPOST PRESSURE TEST
Input:Consumer Insights
• Discussion• Exploration• Alignment and
closure
Action:Workshop • Final
Concepts/Constructs• Final
Stimulus/Graphics
Output:Final Concepts
Purpose: Prepare Final Concept Recommendations for Team Review
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REFINE & CONSTRUCT FINAL CONCEPTS
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REFINE FINAL CONCEPT
Tighten and polish concept statement to form final concept statements.
Actively incorporate it into the development of final, refined concepts.
Take the content and direction generated by the team in the Concept Refinement Workshop.
Tight, organized conclusion to the Activate Your Truth process
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PROCESS RECAP
Smart Start Uncover NewOpportunities
Build InitialConcepts
Pressure TestPreliminaryConcepts
Refine &Construct FinalConcepts
ACTIVATE YOUR TRUTH
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ACTIVATE YOUR TRUTH
You gain innovation based on Truth
Unbridled reality of your customers and potential customers
Functional realities of your internal business & stakeholdersInfuse the Innovation process with Innovation
Changing behavior of your potential customersEfficient, fast, integrated, and cost effective new ways
You are the leader of a team-empowered process
Stakeholders involved
Cross-organizational commitment = Big wins
Watch the recorded video session!
Watch the recorded video session!