Coca-Cola Spain sought new ways of being relevant in out-of-home adult leisure occasions. Towards this end, a project was developed to search for new Coca-Cola rituals that could be used to reposition the brand in the adult sector; establish a link between the brand and social connection moments; and generate an increase in consumption. An innovative project process enabled consumers to create a new relevant and market proven product (mixer). As a result Coca-Cola has encouraged consumer creativity sessions and expert validations in our product development process.
Co-creation platforms as a new instrument to permanently innovate with end consumers are introduced in this presentation, shedding light on the potential benefits of such platforms for both consumers and companies. How the platform facilitates the management of different user groups throughout the innovation process and fosters ongoing relationships with consumers is discussed. This presentation sheds light on a continuous, central platform specifically tailored to co-creation with end consumers, adding a new perspective to existing work focusing on permanent open innovation initiatives such as the 'Connect + Develop' Program.
This presentation explains why open innovation forums offer a real alternative to common market research methods like brainstorming, qualitative interviews and large quantitative customer surveys. Open innovations forums offer a comparatively inexpensive way to reach a large number of customers who can express their ideas in the most open and creative manner, while the process maintains a relatively high representativeness. Based on Ulwick's (2005) outcome driven innovation concept, the presenters have developed a way to analyze and interpret data in forums.
Philips transformed its business from being technology driven to consumer driven, recognizing that this was their best strategy to create breakthrough products and winning communications programs. This presentation shares how Philips, in changing their organization, crafted a completely new platform through collaborative efforts with BrainJuicer that could redefine and validate consumer insights effectively, ensuring that only the most potent would be carried through to guide new product development.
The presentation describes a new methodology -Seeding Lab- and its application to a qualitative survey for MTV Italy. Seeding Lab combines the spontaneous approach of a web environment and traditional qualitative ethnographic techniques. Members interact with the admin and each other at their convenience, acting as co-researchers. Therefore, as the case study will show, it has been totally successful in stimulating the creation process, evaluating and optimizing Mtv News and widely exploring lifestyle and communication patterns.
The brain processes the act of purchasing in the same region that it processes the experience of pain. It does in fact, from a brain science perspective, 'hurt' to hand over money in a transaction. At NeuroFocus, we have done a good deal of research into pricing, and the subconscious dynamics that we all undergo during the purchase decision process. We have uncovered a fascinating and unexpected phenomenon, 'little moments of luxury', which has led to the development of the Luxury Perceptual Framework.
This paper discusses innovation process performance in FMCG and blind spots in the classical research sequence. Using case studies, it demonstrates how a combination of relevant 'touch and feel' stimuli and behavioral research techniques can help solve the paradox of early testing of 'the real thing' in a 'real context' with a product that does not yet exist. It reviews 'design thinking' good practices that have helped Kraft deliver successful innovations with shorter time-to-market, thanks to 360° shopper-user understanding.
The work of the Creation Center, a small, creative, international and interdisciplinary unit that applies 'innovathinking' consistently in the R&D process of Deutsche Telekom, is introduced in this presentation. As in other competitive markets, a Telco operator can only survive with outstanding products and services that -to keep it very simple- help customers in their daily lives that are easy to use and perfectly fit into existing device- service-ecosystems. Therefore the Creation Center sets the starting point for innovation right in the living rooms of customers.
We live in a world of constant change. Research has often struggled to embrace change and is under increasing threat from new forms of competition. Rapid innovation is the cure, but it is difficult. This presentation suggests that the difficulty is of our own making and that we need to rethink the way we tackle innovation. It reviews innovation experiences of the past twelve months (both good and bad) to offer some ideas and hope for our industry.
The response to online surveys are facing tough competition from online games, social networking sites, micro bloging sites etc, forcing the market research fraternity to think of innovative ways to engage with the respondent. Of the activities done online, games foster the highest engagement. There are 12 deciphered elements to gaming which makes it more engaging. The paper examines how we can bring these elements into questionnaire designing, by using a fully animated questionnaire, to make it more engaging.
Learnings about recruiting, engaging and driving innovation with multinational online communities of consumers who are both creative problem-solvers and representative of GSK's target markets are shared in this presentation. From 2005 through the present, GSK Consumer Health has collaborated with several private, online communities , fueling both incremental and breakthough innovation, from guiding the development of a weight loss behavioral support program to co-creating the ideal mouthwash of the future, from redesigning brochures and signage to devising store-within-a-store floor plans.
With increasing pressure on budgets as a result of the deteriorating economic climate, brands are forced to look for new more cost effective solutions to age-old problems. This presentation will demonstrate how a combination of crowd-sourcing and on-line co-creation techniques helped Unilever find a breakthrough solution in a more cost effective manner to a challenging global innovation project conducted across multiple countries. Crowd-sourcing and co-creation when used together as part of a well-defined open innovation model can deliver outstanding results for less money.