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Integrating lead users into the innovation management process A case study from the financial industry

Berlin, 18th April 2013 Qualitative 360 Europe

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INTRODUCTION

A Case Study

Outlook

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Introduction Business growth is primarily driven by successful innovations …

To make an impact on our

clients´business we need to

identify opportunities for

innovation rather than

focusing on minimizing risk.

… however 60 to 80 %

of new product launches fail in the first year!

Our Point of View:

INTRODUCTION

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Strong insights to pave the way for strategically-focused idea generation and concept development

Co-Creation: the right consumer at the right time

Balance of creativity and discipline

Turning exciting ideas into differentiating and relevant concepts

Strong cooperation between qualitative and quantitative research

TNS Qualitative is an experienced partner throughout the innovation journey

Our guiding principles and believes

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TNS Qualitative: Our Co-Creation Tools

Discover Develop

SuperGroupTM

Idea generation based on

insight-platforms

Development of most promising

ideas into concepts aligned with the

clients' strategic objectives

InsightmentTM

Robust, actionable consumer

insights that inspire new

business opportunities,

supported by observations of

human behavior

Concept Greenhousing

• Concept training and concept consultancy

• Supports and accompanies clients internal innovation process

Early Innovation Journey: Filling up the innovation pipeline

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SuperClinicTM

Qualitative concept evaluation

and concept optimization

Train

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Introduction

A CASE STUDY

Outlook

Customer Understanding

Co-Ideation

From Ideas to Concepts

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The starting point

Customers‘ trust in

their banks was

killed in the

financial crisis.

Digital technology is

revolting current

contact points and

customer relations.

We need a totally new

approach to interact

with our clients.

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CASE STUDY

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1. 2. 3.

Needed: A new approach to tackle the challenge!

Break through taboos, observe and accompany customers in their real life environment with regard to their financial habits and decisions

Making use of the specifics of online as ‚state of the art‘ channel to gather input for the development of new contact ideas and provide added value

Maximum Efficiency in the early stage of idea generation for the direct involvement of stake-holders into the process

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Our Approach: An online-offline journey from insights to concepts

Customer Understanding

Individual blogs Understand customer needs – as basis for innovation

Co-Ideation

Online Community Co-Creation Develop ideas interactively with mainstream customers, creative customers & stake-holders

Filter & Enrichment

Idea Filter & Enrichment Workshop The marketing & R&D team selects and compiles the best ideas to build them into initial draft concepts

Check & Optimization

Creative Concept Workshop with Super Groupers Ideas / concepts are refined & optimized with concept-trained creative customers

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Step 1:

Customer Understanding – Gain insights to pave the way for strategically-focused idea generation

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Our online blog: 2 weeks individual postings, mutual discussions and direct spots into real financial habits and motivations.

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CUSTOMER UNDERSTANDING

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Welcome modern bank customers! Welcome to our forum about the subject of ‚Modern Banking’!

Forum – Day 1

New: 3 Topics, 4 Posts, 9 Comments

Forum – Today‘s Topic

Centerpiece of our two weeks’ blog will always be the forum. We will work on a new topic each day, which will be introduced to you every morning at 10h a.m. on the first page in the forum.

Please, pay also attention to and make use of the navigation bar on the left side.

Here, you will find useful tips, that should inspire and help you when replying to the various tasks and discussions we have prepared for you. Please, take a look for stimulation.

Under “Inspiration & Pin board” would will find general inspiration. Here you will find space for your own spontaneous ideas and suggestions – that may come to your mind when dealing with our tasks and topics.

For all new arrivals: Please fill in your profile with a picture, a nick name and with some infos about yourself.

30 respondents, 2 weeks:

Bank customers, using online banking and internet for financial information

Quotas on income, mix of supplier, lifestyle, age,

Interested in & open-minded re financial issues

Talkative, eloquent

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A meticulous plan of interaction

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Today‘s Topic

Forum Discussion

Individual Blogs

Introduction, Meet & Greet, Routines

Definition: Modern Banking

Regular Habits & Touchpoints

Product Choice

Discuss and share ideas: ‘You, your money, your bank..?’

Associations & thoughts: ‚Modern Banking‘

Discuss Today’s Banking

touchpoints

Information sources: “What

helps you to take decisions”

Fill in your profile

Discover the site

Create a Collage: ‚Modern Banking‘

AxisPlacement: “How do you manage what

kind of financial issue?”

Photo album: “Show us your

inspiration sources for financial

decisions”

Making use of the directness of the medium to break taboos and to get as close as possible to the reality of customers life.

DAY 1 DAY 2 DAY 3 DAY …

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A variety of joint discussions, mini polls, activities… … to share and discuss ideas, thoughts, motivations

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‚Modern Banking‘ – What does it stand for you? Tell us your thoughts, ideas and associations!

Forum – Day 2

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A variety of joint discussions, mini polls, activities… … to learn how they handle financial affairs

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Sort these tasks according to frequency and touchpoint

Investment advisory

TOUCHPOINTS

FREQ

UEN

CY

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A variety of joint discussions, mini polls, activities… … to observe how they decide on financial products / offers

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What did help you to take your financial decision? Describe us how you did proceed!

Show us what has helped you to decide? What did inspire you?

Show us what has helped you to decide? What did inspire you?

Of course, you are collecting information from everywhere, talk to friends, listen to word-of-mouth… BUT I wouldn‘t

decide without having consulted an expert… I would not take the risk!“

It’s quite simple to get the information you need. I simply compare offers in the internet and then I decide.

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A variety of joint discussions, mini polls, activities… … to collect direct spots and experiences from relevant touchpoints

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All I need to manage my bank affairs is my banking cockpit – the key thing to have everything easily at your sight, I don’t want spending time to click around for a simple overview.

These are my friend Harry, my father and Tim my insurance agent, they know everything about

investments. I had some money to invest, so I turned for their advise. There is no one I would trust more!

‚Think back on any contacts you have had this week re financial issues, what are your key touch points, when we speak finances?

Blog – Day 3

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Analysing data for insights

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Findings are structured, compiled, analysed and interpreted to understand

the WHAT, HOW and WHY of today‘s banking behaviour.

By digging into the gaps between needs and reality the central INSIGHTS are found – apt to drive the market.

What is an Insight? Our Insight Trinity

„I tend to manage bank affairs on my own …”

„… because money matters to me, it’s part of my success!”

„… BUT sometimes I just can’t keep up with the news!”

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Topic: Carefree Simplicity Topic: Technology that shows a heart

Insightplatforms

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Insights are wrapped in common platforms!

Being narratives of the reality, they serve as the starting point for

innovation!

Description of the platform: This topic is about the wish to combine online convenience with a personal contact with experts to rise questions and to have some directly at your hands.

Topic: Technology that shows a heart

Topic: Technology that shows a heart

Topic: Carefree Simplicity

Description of the platform: This topic is about the wish to minimize efforts and simplification of financial issues and the request for financial service providers discharging customers and preventing them to get stuck in complicated, long-winding decisions and procedures.

Topic: Carefree Simplicity

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Step 2:

Online Co-Ideation – Create innovative ideas for a modern customer-bank relationship

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Our creative online forum: 6 Days of online-ideation. Output 40 idea profiles.

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ONLINE CO-IDEATION

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Welcome to our creative forum! Our Community about ‚Modern Banking‘ starts its second round!

Creative Forum – Day 1

New: 3 Topics, 4 Posts, 9 Comments

Forum – Today‘s Topic

Many thanks for being back again and taking part in our creative blog! Please read out these information carefully before we will get started on Thursday 13th , September at 10h a.m.

We have prepared a detailed plan of our creative blog and have gathered all relevant information for you to know, what to expect the coming 6 days.

It would great if you could login each morning at about 10h a.m. for the introduction of the topic of the day and the explanation of the task we have figured our for you to get creative. But of course this in not a pre-condition.

Though, what is really important: On the following pages you will find some creative homework to warm up. Please take the time to accomplish this tasks until we get started with our creative forum.

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The team: The perspectives of a heterogeneous team are key to success

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6 Active Bloggers Narrators of real life As target group, they bring in their experience and learning from the first blog, to help developing ideas that link to their reality. As engaged bloggers, they build on the creative input of the Super Groupers.

Conductors, steering from the sideline You can steer the process with your regular. New impulses to encourage and to take ideas further towards alignment with your strategic objectives

Client team (2) Conductors, steering from the sideline They steer the process with regular feedback: Giving new impulses to encourage and to take ideas further towards alignment with the relevant, internal strategic objectives.

6 Super Groupers Guarantors of creativity Super Groupers inject creativity and boost the process with their energy, they surprise with excellent out of the box thinking.

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Who are these ‚Super Groupers‘?

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Some people have good ideas. Creative people have better ideas. Skilled creative people have the best ideas!

They are lead users with a keen sense of trends, prepared to question the status quo and to translate this into new ideas.

Recruiting Creative Customers Rigorous testing and training to ensure that we recruit only the best: Super Group applicants have to pass through a multi-level process to become a Super Grouper.

Super GrouperTM

inject creativity and energy

are team player

are extraordinary lateral thinkers

are able to create lots of solutions to a problem from diverse perspectives

are selected on category experience

are expert concept writers

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A new orchestration of our proven principles Creativity and discipline need to be evolved differently online!

& DICSCIPLIN

Real-life

groundedness

needs to inspire,

rather than

slowing down the

process!

Inspiring creativity

needs to be ignited

and fostered despite

the virtual,

asynchronous

environment!

The creative spark

needs to be held

alive and motivation

renewed over a

longer period!

We have to ensure that

all are on the same

track and work towards

the same goal, though

we have parallel access

and asynchronous

interventions!

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Getting started: Head Gym

In an environment without face to face contact support is extremely needed in order to foster creativity. Individual exercises can help the way!

Warm up!

Open up!

Train & practice!

Discover secretly!

Get motivated!

Experience creativity!

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Individual preparation via homework

Individual brain-storming on first ideas

Homework

Be aware: Clarity and structure meet new challenges Group dynamic and parallelism of posts require special attention

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Ideation rules to inspire and guide the process

A class schedule with a common starting point for all each day; introducing the platform and creative task for each day

Detailed introduction of participants and their different roles

Precise explanation of the process over the 6 days to come

Rules & Class schedule

Introduction

DAY 2

DAY 3

DAY 4

DAY 6 B

SG

CL

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Above all: Creativity needs to be encouraged… Take advantage of everyday closeness & immediate online access!

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Home Contact Security Log Out

Creative Forum – Day 1

New: 3 Topics, 4 Posts, 9 Comments

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Home Contact Security Log Out

Inspiration & Pin board: Our creative gallery

New: 9 Posts, 3 Comments

…and stimulated over time! Open for inspiration: A creative gallery for idea bits and input from homework or creative exercises!

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Step 3,4:

Offline-Client Workshops: Filter, enrich, check and optimize to turn raw ideas into real concepts

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A detailed process…

FILTER, ENRICHMENT & CONCEPT WRITING

Idea Filter and Enrichment Ideas are linked with strategy

Review and screening

Condensation

Enhancing with existing ideas

Clustering into idea clusters

Enrichment with insights

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To select the best…

… Promising?

… Relevant?

… Unique?

… Fits the brand strategy?

… Feasibility? Realizable within the set time frame?

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Co-Creative Concept Writing

Strong ideas need strong concepts!

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Idea No 45: Financial Wikipedia I like managing finances myself, as many matters to me. But I just miss the time to keep up to really understand the market dynamics. Xxx-Pedia now offers the new gateway from customers tor customers, helping you to understand financial issues. Xxx-Pedia explains financial issues in customers language showing. Advanced and successful investors reply to your queries. XXX-Pedia take the easy way, become an financial expert.

Direct co-creation between clients and Super Grouper

Discussion of ideas

Fine tuning with creativity

Enrichment with good business sense

Optimization by feedback loops

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Introduction

A case study

OUTLOOK

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A new mix for innovative ideas with relevance: The Online forum gives way to a new, ideal combination of customer closeness and creativity

A new way to the lead user concept: Combine engaged customers and creative customers; Facilitate recruitment

A new approach for efficiency: Clients involvement can be streamlined and mainly focused on final concept development

At the End?

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OUTLOOK