Using Insight to Identify Untapped Consumer Demand
With a double digit growth goal this business needed to be sure it was selecting and developing the strongest ideas. The brief was to develop innovation platforms to align existing and generate new growth ideas
What We Did
Analysed quantitative market data and U&A studies from the top 10 countries (across Asia, Europe and South America) overlaid with consumer segmentation and foresights to develop innovation platforms, agreed these with the central innovation team. We then mapped hundreds of the existing ideas against these platforms and designed and facilitated and workshop involving 25 senior managers from marketing, R&D, local country businesses and suppliers to select the best, and build them into winning concepts.
The Platforms were used to build a 3 year Innovation Pipeline and to date 4 products have been launched successfully.
Wow, we’ve never integrated the commercials to understand this.Great progress in a short space of time and always with good humour and high energy. Better than I dared hope.