UNEARTHING SALT OF THE EARTH

XXX, the leading condiment brand captures 70% share of the TABLE SALT market. But data shows that table salt usage keeps gradually decreasing each year, due to several reasons:- Increasing frequency of dining out- Micro-wave offers (soup, dishes, meal box)

substituting home-made food - Health concern imposes control on salt usage

Moreover, the margin of table salt business erodes because of the commodity nature of the category

A research brief…

And the client said: WE NEED TO INNOVATE! Higher margin, capture more share…(as

expected)

Let’s BRAINSTORM!

A big bunch of people, from different backgrounds, all

intelligent…

GREAT, EXACTLY LIKE THE SITUATION NOW

SO, WHY DON’T WE TRY IT HERE!?

PLEASE, let’s try, it can be fun!

Just divert our thinking first…anything is possible…

Absolutely no judgment, no criticism…

…

Would anyone like to try?

…

I’m the magician, reading your mind…, are you thinking like this…?

“Yes, brainstorm, divert the thinking…yes…

I’m trying……Emmmm…sorry…lost…”

Or like this…?

Salt…table salt…I’m diverting, diverting…

bloody…salt…

Can’t go further…

Or this…?

Well, easy. Flavored salt, sea salt, rock salt…etc.

Errrr…Like these in the market?

Nice , better ideas will come sooner or later

How about this idea for salt?

Salt Capsules- Salt in liquid or powder,

outer dissolves during cooking

- Easy to control dosage amount

- Easy to use- Clean, easy storage,

protection from humidity

How about this idea for salt?

Salt Spray- Liquid salt in spray bottle- Easy control of dosage

amount- Easy to use and no

uneven distribution- Clean, easy storage

How about this idea for salt?

Salt Biscuits- Small pieces in various

different shapes- Easy to control quantity- And let’s make cooking

interesting!- Further differentiation by

different NaCl level, nutrients for different peoples’ health needs

How about this idea for salt?

Salt Glass- Sand glass bottle and

pouring mechanism- With special design for

volume control (TBD)- Easy usage and control of

quantity

Who came up with those ideas?

Him?

Him?

Them?

Who came up with those ideas?

THEY!

How did we do this?

4-people sessions

Why “4”? You knew it…

A magic number that allows close and rich dynamics

How did we do this?

4 = 2 + 1 + 1

Friendship Pair of Average Consumers- In our case, 30-45 year olds, average income

housewives

Friendship pair to empower the mass consumers to speak up and balance the possible dominance from the other 2 participants (professionals)

How did we do this?

4 = 2 + 1 + 1

Art & Design Professionals- In our case, students from art & design disciplines

Helps to visualize the ideasArtistic touch on raw ideas

How did we do this?

4 = 2 + 1 + 1

Client Side Professionals- In our case, nutritionist to imitate a more

scientific, rational perspective

Fine-tune the ideas and balance the practicality with technical and market limitationsAlso an immersion experience

How did we do this?

1. U & A sharing• No comments from “clients”, but

questions allowed• Allows the respondents to

“prepare” their minds for category “examination”

2. Innovation Introduction & Games• Funny examples of new ideas –

prepare the respondents and lighten up the atmosphere

How did we do this?3. Stimulating Ideas

• Share 5 directions of innovation 1-by-1 that encompass all possible new ideas• Perfectioning / Customization• Maximization / Minimization• Reversed Thinking• Combination / Separation• Fusion / Crossing Over

• Each with definitions, live examples, games, and / or relevant basic human motivations to keep respondents involved and interested in ideation – keep the ball rolling!

How did we do this?

3. Stimulating Ideas• During this process, each respondent

jots down their thoughts immediately on a paper:• Capturing those “flashes” in our

mind• An individual exercising

preserving the most original ideas

•Output – a list of initial raw ideas

• Art & Design professional dominated the ideation process contributing majority of the initial ideas (vs. in other sessions, the consumer pairs contributed more than half of the initial ideas)

• Reduced diversity of ideas – only 6 big categories of ideas in the control group versus 9+ big categories each in other sessions

If we don’t stimulate with those 5 directions…(a control group

conducted)

How did we do this?

4. Sharing, Selecting & Expanding Ideas• Each to share their initial raw ideas• Each respondents given 5 votes to all

the ideas• 5 winning ideas selected• Group discussions to expand, fine-tune

(with visuals)

•Output – 5 “full concepts”

Consisting of consumer insight, benefit & RTB

12 people, 23 new ideas, in 7 big

categories, 15 sub-categories

(after de-duplication)

For TABLE SALT!

Why this Model?

Rich diversity of concepts which stretches as far as salt sculpture and

salt related iPad apps

Easier, less costly to manage (vs. normal co-creation workshop which is not uncommon to involve 20+ people

each session)

And time efficient. From identified client needs to full concepts, it only

takes around 4 weeks time

Why this Model?

Professionals dwelled on ingredient types and origins (vitamin salt, calcium salt, sea

salt, rock salt…etc.)IE PRODUCT FEATURES

(Well, you have seen similar ideas in the market earlier…at least this proves that “great minds think

alike…”)

But Consumers focused on easy usage, easy storage and, last but not

least, making salt INTERESTING (come on, day-to-day cooking is boring)!

IE PRODUCT BENEFITS

Relevant to the “consumers”

Are you sure the “intelligent and

creative ones” can do so?

Why this Model?

Client• Comes away with rich new ideas which are

practical and relevant to actual consumers• Has a much bigger pool of “talent” for

ideation – virtually anybody• Less costly

Research Agency• Easier logistical arrangements• Hassle-free in defining and qualifying those

“creative people” / “trendsetters” WITHOUT compromising quality

Not necessary a big bunch of people

Not necessary those “creative people” /

“trendsetters”

Not professional centric nor over stretched ideas

thank you

The approach for ideation suggested in this presentation is a patented intellectual property (patent no.: HK1150325).

The patent right covers every aspect of the approach including but not limited to sample definition, composition,

the actual process, creativity directions suggested...etc. Application of any part of the approach only under

authorization of the patent owner