Post on 29-Mar-2020
transcript
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Accelerating Innovation via Rapid Iterative Learning SprintsDavid Lundahl, Ph.D.President & CEO
Dolores Oreskovich, Ph.D.Vice President
InsightsNow, Inc.
©2017 InsightsNow, Inc. 1
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Top Innovation Challenges
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Concept Product &Package In‐Market TestingTarget
Classical Innovation
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http://www.innovationmanagement.se/2012/03/19/a‐new‐approach‐to‐manage‐disruptive‐innovation‐in‐an‐environment‐of‐high‐uncertainty/
Spiral Approach to Innovation
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Source: https://www.bcgperspectives.com/content/articles/innovation‐growth‐corporate‐venturing‐shifts‐gears‐how‐largest‐companies‐apply‐tools‐innovation/?chapter=3
Corporate Accelerator/IncubatorsGrowth in Spiral Approaches to Innovation
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Corporate Accelerators/IncubatorsApply a Start Up Business Model to Innovation
•Start Up Mentality•Design Thinking•Customer Feedback to Inspire, Guide & Validate• “Venture Funding” Rounds Increased $$ with Risk
• Start Up Round• Seed Round• Alpha and Beta Scaling Rounds• Growth/Commercialization Round
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What Tools Support
©2017 InsightsNow, Inc. 7
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“Learning Sprints” to Support Innovation
• Holistic – Consider the Interaction of Person & Complete Product/Package/Messaging within the Context of a Moment of Experience
• Behavioral – How to Design Brand, Messaging, Product, Package and/or Service to Motivate
• Co‐Learning ‐ Rapid and Iterative Learning with Customers/Consumers to Inspire, Guide & Validate
• Focus – On Solving the Consumer/Customer Problem
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Holistic & Behavioral – Incorporating Moments
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Slow Thinking
Rational,Unusual/New, Non-Habitual
Moments
Fast Thinking
Emotional,Routines &
Rituals,Habitual Moments
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Different Types of Learning Sprints
Commercialization
Start Up
ResearchSpending
SeedAlpha
Beta
Iterations of Innovation (Rounds)
Immersive& Co‐Creation
Co‐Design
In‐MarketValidation
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Case study 1:DESIGN A LINE OF NEW SOUPS
Learning Sprints through Co‐Design Early Stage Translation of a Concept into Design Elements
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Design Elements (Product, Package, Advertisement)
Cues that Signal Benefits or Cues that Signal Benefits or Penalties
Functional Benefits Functional Benefits or Penalties
Sensorial or Social Benefits Sensorial or Social Benefits or Penalties
Emotional Benefits or Emotional Benefits or Penalties
Translating Benefits into Design Elements
Reasons to Believe
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Behavioral Methodology to Translate
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Design Elements(Sensory Cues)
Concept Exposure(Benefits)
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“Start Up” Learning Prior to Co‐Design
Target Consumer& Moment
Concept to Solve the Consumer Problem
The Dynamics of Co‐Design• Clear Objectives – Fluidity in approach• Synthesis
Rough Protoceptsor Wireframes
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Three Day Co‐Design Study
Designing
Inspiring, Guiding& Validating
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Three Day Co‐Design Study
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Mini CLT (with Select Exit Interviews)Day 3 ‐ Validate
Debrief with Innovation TeamDays 1 and 2 ‐ Inspire and Guide (Screen & Modify)
Co‐Design Groups (Qual)• Days 1 and 2• Prime & Expose• Associate & RecommendInitial & Iterative
Design Changes• Research Chefs• Graphics Artists • Marketers
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Positive Cues (Signal Benefits)• Strong flavor • Hero Vegetable• Texture not soft
Negative – Avoid Cues (Signal Penalties)• Flavor blend – unbalanced/overpowering
Understanding Positives & Negatives
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Translating ‘Balance’
BalanceTooComplex
TooSimple
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Variety Architecture
ComfortablyFamiliar
‘Twist’‘Twist’
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Translating Cues into Technical Attributes‘Generous’
Value/Not Skimping Filling
Generous Amounts of Ingredients
Hearty
Visual Cues
VisualTransparency
Texture Cues
Variety of Ingredients
Amount of Ingredients
Pleasant Surprise
Drain Weight Ingredient ratiosColor ranges
Thickness scale
Number of Ingredients
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Sensory Guardrails
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Color
Thickness
StewThin
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Amount of
Ingredients
Brand ArchitectureThe Product Footprint
ThicknessGenerous
Vibrant
Hearty
Homemade
Delicious
Footprint Translation: 3 Days(1 month total process)
Commercialization: 7 months
Flavor Intensity
Package
Color Complexity
Variety Architecture
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Key Outcomes of Co‐Design Learning Sprints for a New Line of Soups
• Six Months Time Savings = Informed Vs. Blind Accelerated Product Launches
• Consumer and Customer Validated that the Product Itself Conveyed the Concept
• Market Outcome Met Objectives for Repeat, Exciting New Platform
• Method Has Been Integrated into the Front End of Development Cycles to Improve the Innovation Process
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Case study 2DESIGN a New OTC Drug to Stop Smoking
Learning Sprints through Co‐Design Early Stage Translation of a Concept into Design Elements
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Co‐Design of OTC Products
ProductEfficacy
ProductPlaceboEffects
Interactionof ProductDesign withConsumer
PerceptionOf Efficacy
Product DesignThat SignalsBenefits
ActiveIngredientsThat DeliverBenefits
Context of Moments of Product Use
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Right Signals for Concept
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Signals concept
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Wrong/Poor Signals for Concept
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Do Not Signal Concept
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Key Outcomes of Co‐Design Learning Sprints for a New OTC Product to Stop Smoking
• Insights and Guidance• Visual and Taste Cues for Tablet Design• Visual Cues for Package Design
•Benefits Ladder and Design Translation•Sensory Guard Rails•Validation
• Quantitative Results on Select Designs
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Co‐Design Learning Sprints
Summary• Fits with Spiral Innovation Processes• Support Design Thinking• Holistic• Behavioral
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Learn More … Stop by Our Booth # 708
Dave.Lundahl@InsightsNow.com
Dolores.Oreskovich@InsightsNow.com
www.InsightsNow.com