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Page 1: Accelerating Innovation via Rapid Iterative Learning Sprints · 11/17/2017 1 Accelerating Innovation via Rapid Iterative Learning Sprints David Lundahl, Ph.D. President & CEO Dolores

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Accelerating Innovation via Rapid Iterative Learning SprintsDavid Lundahl, Ph.D.President & CEO

Dolores Oreskovich, Ph.D.Vice President

InsightsNow, Inc.

©2017 InsightsNow, Inc. 1

Page 2: Accelerating Innovation via Rapid Iterative Learning Sprints · 11/17/2017 1 Accelerating Innovation via Rapid Iterative Learning Sprints David Lundahl, Ph.D. President & CEO Dolores

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Top Innovation Challenges

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Concept Product &Package In‐Market TestingTarget

Classical Innovation

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http://www.innovationmanagement.se/2012/03/19/a‐new‐approach‐to‐manage‐disruptive‐innovation‐in‐an‐environment‐of‐high‐uncertainty/

Spiral Approach to Innovation

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Source: https://www.bcgperspectives.com/content/articles/innovation‐growth‐corporate‐venturing‐shifts‐gears‐how‐largest‐companies‐apply‐tools‐innovation/?chapter=3

Corporate Accelerator/IncubatorsGrowth in Spiral Approaches to Innovation

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Corporate Accelerators/IncubatorsApply a Start Up Business Model to Innovation

•Start Up Mentality•Design Thinking•Customer Feedback to Inspire, Guide & Validate• “Venture Funding” Rounds Increased $$ with Risk

• Start Up Round• Seed Round• Alpha and Beta Scaling Rounds• Growth/Commercialization Round

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What Tools Support 

©2017 InsightsNow, Inc. 7

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“Learning Sprints” to Support Innovation

• Holistic – Consider the Interaction of Person & Complete Product/Package/Messaging within the Context of a Moment of Experience 

• Behavioral – How to Design Brand, Messaging, Product, Package and/or Service to Motivate

• Co‐Learning ‐ Rapid and Iterative Learning with Customers/Consumers to Inspire, Guide & Validate

• Focus – On Solving the Consumer/Customer Problem

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Holistic & Behavioral – Incorporating Moments

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Slow Thinking

Rational,Unusual/New, Non-Habitual

Moments

Fast Thinking

Emotional,Routines &

Rituals,Habitual Moments

Page 10: Accelerating Innovation via Rapid Iterative Learning Sprints · 11/17/2017 1 Accelerating Innovation via Rapid Iterative Learning Sprints David Lundahl, Ph.D. President & CEO Dolores

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Different Types of Learning Sprints

Commercialization

Start Up

ResearchSpending

SeedAlpha

Beta

Iterations of Innovation (Rounds) 

Immersive& Co‐Creation

Co‐Design

In‐MarketValidation

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Case study 1:DESIGN A LINE OF NEW SOUPS

Learning Sprints through Co‐Design Early Stage Translation of a Concept into Design Elements

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Design Elements (Product, Package, Advertisement)

Cues that Signal Benefits or Cues that Signal Benefits or Penalties

Functional Benefits Functional Benefits or Penalties

Sensorial or Social Benefits Sensorial or Social Benefits or Penalties

Emotional Benefits or Emotional Benefits or Penalties

Translating Benefits into Design Elements

Reasons to Believe

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Behavioral Methodology to Translate

©2016 InsightsNow, Inc. 8

Design Elements(Sensory Cues)

Concept Exposure(Benefits)

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“Start Up” Learning Prior to Co‐Design

Target Consumer& Moment

Concept to Solve the Consumer Problem

The Dynamics of Co‐Design• Clear Objectives – Fluidity in approach• Synthesis

Rough Protoceptsor Wireframes

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Three Day Co‐Design Study

Designing

Inspiring, Guiding& Validating

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Three Day Co‐Design Study

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Mini CLT (with Select Exit Interviews)Day 3 ‐ Validate

Debrief with Innovation TeamDays 1 and 2 ‐ Inspire and Guide (Screen & Modify)

Co‐Design Groups (Qual)• Days 1 and 2• Prime & Expose• Associate & RecommendInitial & Iterative 

Design Changes• Research Chefs• Graphics Artists • Marketers

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Positive Cues (Signal Benefits)• Strong flavor • Hero Vegetable• Texture not soft 

Negative – Avoid Cues (Signal Penalties)• Flavor blend – unbalanced/overpowering

Understanding Positives & Negatives

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Translating ‘Balance’ 

BalanceTooComplex

TooSimple

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Variety Architecture

ComfortablyFamiliar

‘Twist’‘Twist’

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Translating Cues into Technical Attributes‘Generous’

Value/Not Skimping Filling

Generous Amounts  of Ingredients

Hearty

Visual Cues

VisualTransparency

Texture Cues

Variety of Ingredients

Amount of Ingredients

Pleasant Surprise

Drain Weight Ingredient ratiosColor ranges

Thickness scale

Number of Ingredients

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Sensory Guardrails

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Color

Thickness

StewThin

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Amount of 

Ingredients

Brand ArchitectureThe Product Footprint

ThicknessGenerous

Vibrant

Hearty

Homemade

Delicious

Footprint Translation: 3 Days(1 month total process)

Commercialization: 7 months

Flavor Intensity

Package

Color Complexity

Variety Architecture

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Key Outcomes of Co‐Design Learning Sprints for a New Line of Soups 

• Six Months Time Savings = Informed Vs. Blind Accelerated Product Launches 

• Consumer and Customer Validated that the Product Itself Conveyed the Concept

• Market Outcome Met Objectives for Repeat, Exciting New Platform

• Method Has Been Integrated into the Front End of Development Cycles to Improve the Innovation Process

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Case study 2DESIGN a New OTC Drug to Stop Smoking

Learning Sprints through Co‐Design Early Stage Translation of a Concept into Design Elements

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Co‐Design of OTC Products

ProductEfficacy

ProductPlaceboEffects

Interactionof ProductDesign withConsumer

PerceptionOf Efficacy

Product DesignThat SignalsBenefits

ActiveIngredientsThat DeliverBenefits

Context of Moments of Product Use

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Right Signals for Concept

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Signals concept

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Wrong/Poor Signals for Concept

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Do Not  Signal Concept

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Key Outcomes of Co‐Design Learning Sprints for a New OTC Product to Stop Smoking

• Insights and Guidance• Visual and Taste Cues for Tablet Design• Visual Cues for Package Design

•Benefits Ladder and Design Translation•Sensory Guard Rails•Validation

• Quantitative Results on Select Designs

Page 29: Accelerating Innovation via Rapid Iterative Learning Sprints · 11/17/2017 1 Accelerating Innovation via Rapid Iterative Learning Sprints David Lundahl, Ph.D. President & CEO Dolores

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Co‐Design Learning Sprints

Summary• Fits with Spiral Innovation Processes• Support Design Thinking• Holistic• Behavioral

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Learn More … Stop by Our Booth # 708

[email protected]

[email protected]

www.InsightsNow.com


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