Our Thinking on Innovation

© Research International 2002

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Achieve genuine differentiation

and maintain competitive advantage

Identify new, unmet consumer needs & opportunities

Create new, radical and breakthrough ideas

Successfully launch new products and services

Maintain the lead and momentum

Business challenge

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Innovation?

Product / Service

Consumer benefits

Marketing Mix

Communication

Distribution and Retail channels

Ways of working - networking

‘Bring in new methods, ideas.

Make changes.’

Oxford Dictionary

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Why innovate?

Innovation is at the epicentre of every successful brand

All brands go through a constant cycle of development

Not a choice but a necessity

‘…. consistent innovation is the key to a

company’s survival…. Being innovative some

of the time just won’t work ….’

Harvard Business Review, August 2002

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Type of innovation

Product development

Brand development

Strategic development

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Resistance

to change

Internal

structures

and

processes

Global

mandates Short term

focus

Risk

aversion

Multiple barriers to innovation

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Global

versus local

First to

market

advantage

Speed

to market

Create

genuine

disruption in

the market

Keep

brand

up-to-date

Commercial

pressures

Marketing

aware

consumers

Lack of

consumer

loyalty

Innovation challenges today

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‘In bed’

with your

consumer Finger on

the pulse!

Think

W I D E,

think

BIG

Break the

boundaries

Quick,

effective

and agile

Creating a difference!

Our innovation philosophy

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Innovation

Creativity Discipline

Dynamic partnership

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Mainstream

Mainstream

Early adopters

Early adopters

Creative consumers

Creative consumers

Consumers at the heart of innovation

Trend

setters

&

opinion

formers

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Our innovation business

Built on strong, solid foundations

Core strength is understanding consumers and

brands

Act as ‘consumer champion’ and bring consumer’s

perspective

Interpreting consumers’ attitudes and ideas to

provide clear direction and actionable solutions

Stimulate and invigorate

Our innovation offer

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Inspire

Create Nurture

Develop

Measure

Mix

Make

Trial

Track

The innovation journey

Explore

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Key features

Integrated and seamless ‘Innovation Journey’

Range of ‘experts’ brought together through one agency

Flexible and adaptable framework

Mirrors classic project management

Partner versus Service Provider

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Inspire

Create

Explore

Nurture

Develop

Measure

Mix

Make

Trial

Track

The innovation journey

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Challenge

existing

paradigms

and

perceptions

Provide insight,

stimulation and

direction

Access

different

views of the

World

Keep on

the pulse

Today Tomorrow

Inspire

Back

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Create

Creative

Consumers

Active

participation

Fresh,

Exciting,

Dynamic!

Clients

Experts

Early

adopters

Stimulate

radical,

original, ‘out of

the box’

thinking

Back

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Explore

On-line or

off-line

Qualitative or

Quantitative

Establish

profile of

ideas

Definitely

develop

Hibernate

Reject

Identify

ideas with

potential

Back

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Nurture Develop

Fast &

effective

‘Re-cycling’ Further

screening of

ideas

Development

and

optimisation

of winning

ideas

Actively

involve client

team &

consumers

Back

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Measure

Provide

direction for

development

Establish

market potential

commercial

viability

Early

assessment

of launch

potential

Back

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Mix Make

Direction for

changes &

optimisation

Work

closely with

key

agencies

Final

evaluation

Creation &

development

of launch plan

Development of

‘communications

mix’

Back

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Trial

Guidance to

optimise

marketing

launch plans

Precision

and clarity in

direction

Gain a reliable

measure on

potential

market

success

Back

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Track

Insights

and

guidance

Quantitative

surveys

Direction for

development

or innovation

Essential to track

development,

usage and brand

effect

Consumer

workshops

Back

How we work!

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Working with our network of experts

What makes us special is our people

We can work with you in three ways:

Partner

throughout innovation project or multiple phases

Expert

at specific phases of the project

Consultant

in driving innovation approach and programme

We fit with how you want to work

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Why us?

Dynamic, global approach to generating radical innovation

Provide unique balance of discipline and creativity

Ability to drive ‘Innovation Journey’ internationally

Involvement of a wide range of consumers at appropriate

stages during the programme

Focused, fast and effective

Lead by highly experienced individuals in innovation

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‘The winners in the next 25 years

will be companies who do not regard brand

innovation as just interesting and fun but

see it as a necessary way of life.’