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Searching for

Wining productsDorothy MackenzieChairman

Dragon Brand Consulting Ltd1 Craven HillLondon W2 3EH

dorothy.mackenzie@dragonbrands.com

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What are the secrets ofnewproduct success nowadays?

What are the golden tools for creating innovative products that aresuccessful in the market?

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InsightForesightBrand belief

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Insight

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The starting point

Finding real insights

Interpreting these within the right context

And doing this all quickly without being overwhelmed by huge researchstudies

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Digging Deep

Observing consumer behaviour - what drivestheir consumption patterns?

What are they like as people - not just

consumers What dont they like?

Talking to people

Consumers

Customers

Opinion leaders

Internal Analysing data

Studying market dynamics - who do youreally compete with?

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Applying Insights

Understanding consumer needs -

expressed and articulated

Understanding consumer and marketsegmentation

Defining the core target tightly and lucidly

Projecting the brand into the future

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Bringing insight to life

Dramatise the insights and present themsimply - e.g.

Consumer portraits

World of the consumer Video diaries

Or take people to see and experience themthemselves

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Bringing insight to life

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Insight: the reality

Insight is an over-used term, yet is still the fundamental driver behindsuccessful innovation

Insights are scary because they can come from a variety of sources andthere are no hard and fast rules

Insights about emerging behaviours and changing attitudes are a greatsource for stimulating new product ideas

You know very quickly when you have got a good one!

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Foresight

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Looking Around : whats going on?

Other markets - new ways of thinking

about things

Competitor behaviour (all competitors,not just the obvious ones)

Trends - catgory, market, society

Culture

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Dragon Societal trends

VULNERABILITY

END TO INDUSTRIAL

VALUES

QUEST FOR

PERFECTION

POWERFUL

NATURE CREATIVESPIRITS

SIMPLE

CONVENIENC

ENEW

INTIMACY

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Creating a brandpeople believe in

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trustedto deliver on promises

A brand people believe in

inspiringsomething extra, beyondnormal expectations

importantrelevant with a special place

in peoples lives

likedaccessible and intune with their

audiences

connecting on a deeper emotional

level with your audience

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Creating innovation people believein

Brand

Success

Belief

Insight Foresight

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We explored which appeared to besupported by clear consumer insights

Insight tracking sessions with over 50 Marketing Directors, Marketing

Managers and Innovation Managers

What were the main themes?

Are the insights obvious?

Does the product address a real need?

Which products stood out due to the obviousness of the consumer

insight?

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Top 10 insight-based innovations

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Theinnovations that worked

Insights

Current Future

Product

Brand

Consumer

Sector

Needstate/occasion

Substitution New

what will it add?

what will it replace?

what will it do differently?

why is it making life easier?

Commercial sanity

Can it work?

will it do what it says?

will it deliver?

exceed expectation?

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Table discussion:

Take five innovations - whatwas the insight and theneed being fulfilled?

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InsightForesightBrand belief