10$ps,omeennieuwproductindemarktteze6en!

TomDeRuyck,SeniorR&DManager@InSitesConsul$ng

@tomderuyck

2

2. IDEA SCREENING = SORTING

CONEPTSCREENING

4. CONCEPTSCREENING = GRADING

5. PROPOSITIONREFINEMENT

= SETTING

1. IDEATION = MINING

3. CONCEPTDEVELOPMENT

= CUTTING

6. IMPACTPREDICTION

= RATING

“The best way to have a good idea is to have a lot of ideas”

Linus Pauling

3

1.Lanceernietzonder‘onderzoek’

33%

5

2.Baseerjeproduct/serviceideeopeeninzicht

9

3.‘Luister’vanbijhetprillebegin...

“Even if one accepts the premise that restricting sodium helps people live longer, shouldn’t it be up to the individual to decide if he wants to make that change to his diet?”

"It's really hard for me to eat without salt. I think it's infringing on our rights."

“Canadian ketchup lovers remain loyal to the long-standing recipe and say they would have some misgivings if the formula were to change significantly.”

53%

Sincelaun

chMarch

2008:

3million

uniquevi

sitors

60,000id

eassubm

i5ed

100,000s

ofcomme

nts

460,000v

otes

2,500mo

deratorc

omments

(July2009

)

14

4.Betrekdejuistemensenbijco‐crea$e

INDEPENDENTINNOVATORS SOCIALINFLUENCERS

LAGGARDS FOLLOWERS

18

5.Vervul‘onvervuldenoden’

21

6.Betrekdejuistemensenbijhettestenvanjeidee

24

7.Steldejuistevragen$jdenshettesten

TechnicalfeasibilityIsthisCming/cost/producConwisefeasible?

BrandFitDoesitfitthelongtermbrand/companystrategy

InternalexcitementAmIpersonallyexcited

26

Idea success = f ( ; ) * ( )

RELEVANCE (category dependent)

Trial relevanceIs this idea useful for me or my household

Repeat relevanceHow often could you use this idea in your household

ImprovementDoes this idea allow me to improve the experience?

EfficiencyDoes this idea allow me to do things more efficiently?

DiscontinuityDoes the idea allow me to do what I could not do before

Durables / ServicesFood / Beverages

relevance

UniquenessIs this idea unique compared to what I know

today

Emotional excitementWill I actively look for this idea if it is available

TalkabilityWould I talk about it with my peers

INNOVATION VALUE

innovation value internal reality check

28

8.Volgdelanceringnauwgezetop

30

9.Weesnietbangomaanpassingentedoen

32

10.Jeproductisgeeneeuwiglevenbeschoren

@tomderuyck