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© GfK 2014 | Title of presentation | DD. Month 2014 1
Successfully heading for the next big ideaAn Innovation Roadmap – Part 1
© GfK 2014 | Title of presentation | DD. Month 2014 2
Challenges in innovation:
Accelerated speed of market evolution
Increasing demand for improved ROI within innovation process
© GfK 2014 | Title of presentation | DD. Month 2014 3
So you have got the right insights …
… and so does your competition.
How to see the future?
© GfK 2014 | Title of presentation | DD. Month 2014 4
In this short presentation
Step 1 from our innovation roadmap
What’ s happening in the market from a consumer and category perspective?
© GfK 2014 | Title of presentation | DD. Month 2014 5
Don’t just look at ‘here’ and ‘now’
Look into the future:
How does the category evolve?
What needs will be present in the future?
© GfK 2014 | Title of presentation | DD. Month 2014 6
How – Start ‘inside-out’A consumer perspective
Consumer seek out benefits when making purchase decisions to satisfy their needs
Those benefits can be:
Identified
Linked
Predicted
© GfK 2014 | Title of presentation | DD. Month 2014 7
Identifying consumer benefits
All benefits can be located into 4 cornerstone motivators:
Which are represented in our predictive benefit framework …
Security
Well-being
Gratification
Freedom
© GfK 2014 | Title of presentation | DD. Month 2014 8
... for instance in the chewing gum category Gum offers these gratification benefits:
I’m worth it
Chewing gum should not only be functional, but taste nice as well
I have a different taste than others, I want a variety to suit my taste
More exotic flavors
Advanced (more developed) benefits
Cosmetic beauty
Sensory
Target-specific
Exotic
Variety
Taste
Gratification
© GfK 2014 | Title of presentation | DD. Month 2014 9
Gratification: Consumer view
With this knowledge, we can predict where (and at what speed) your category is heading and which new benefits will resonate with consumers.
Where does the category find itself on the level of benefits?
How satisfied are consumers at the moment, concerning these benefits?
Cosmetic beauty
Sensory
Target-specific
Exotic
Variety
Taste
Gratification
© GfK 2014 | Title of presentation | DD. Month 2014 10
Treatment/repair
Performance
Holisitc
Nurturing
Weight management
Prevention/protection
Basic health
Trajectory of the chweing gum category – from core to game-changing benefits
And if we mapped all the other cornerstone motivators/drivers we might see these other benefits offered too. This gives us a map of all benefits developed, and emerging and we can then show gaps between benefits sought and benefits offered:
Sustainable
Credentials
Certified
Natural/organic
Absence of negatives
Basic safety
Security Well-being
Cosmetic beauty
Sensory
Target-specific
Exotic
Variety
Taste
Gratification
Long-lasting
Less mess
Occasion-specific
Versatile
Ease of use/less fuss
Advanced benefits
Basic benefits
Portable/on-the-go
Basic convience
Freedom
Example only
© GfK 2014 | Title of presentation | DD. Month 2014 11
What’ s happening in the market?
Outside-in
It’s not only about your category
© GfK 2014 | Title of presentation | DD. Month 2014 12
When looking at the market:
It is not only about your category, but ancillary categories as well. Learn about development of relevant categories and identify the position of your category.
For instance, we look not only at the gum category, yet also categories such as snacks, drinks, desserts, etc. These categories have similar target groups, usage moments or needs states.
© GfK 2014 | Title of presentation | DD. Month 2014 13
The key is:
Linking consumer needs and market activity to predict future opportunities
The Predictive Benefit Framework links evolving consumer needs to new market activity and experiences to predict where your category is heading and what new benefits will resonate with consumers
© GfK 2014 | Title of presentation | DD. Month 2014 14
Combining consumer and market benefit evolution, we identify tipping points
© GfK 2014 | Title of presentation | DD. Month 2014 15
Now what? We know …
… where your category is heading
… which new benefits will be relevant
… which emerging benefits to focus on
… the relevance to the consumer
© GfK 2014 | Title of presentation | DD. Month 2014 16
What’s next?
Market opportunity: sizing and prioritizing
© GfK 2014 | Title of presentation | DD. Month 2014 17
What are the greatest opportunities?
See part 2 – Sizing and prioritizing