Download - Esomar Innovation presentation June 2008
Generating and testing the ideas that will smell just right!
An innovative approach to concept creation and screening
Esomar Copenhagen June 17 2008
Jaroslav Cír Global Consumer and Market Insight Director Rexona, Unilever
Evert Bos
Managing Director NL
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WILDFIRE - a new approach to innovation
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• To generate a large number of ‘pre-ideas’ with strong potential, which are to be regularly and continuously fed into the ‘Innovation Funnel’ of the European Deo IC.
• A chance to interact more with others, to share the learning and create a new philosophy for the innovation process using ONE team rather than many.
• To disseminate the innovation culture within the category andwithin Unilever.
• To create and train an energetic and inquisitive team of people in the Deo Category (Marketing, CMI/CTI and R&D).
Project Wildfire has been initiated with the following objectives:
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• To create an ongoing, coordinated ‘rolling-programme’ and not a series of separate events
and importantly…
• To be quick– ‘Year One’ from project inception to first consumer -validated bank of ideas in less than 6 months
• To be flexible – capable of accommodating a range of start points, from individual brand platforms, to more general market and societal trends
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Why?
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Traditional method- random concepts mainly confined to the bottom draw
With Project Wildfire
Concepts & testingIdeas Route to market
Better informed concepts & testing
Insight & Pre Ideas Route to market
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How?
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PH
AS
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PH
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PH
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Inspiration SessionsSmall teams out & about
in different, inspiring environments,gathering a large number of pre-ideas,
guided by an experienced facilitator.
Harvesting +Acceleration
Focused working sessions to accelerate the team’s thinking, identifying &
strengthening emerging pre-ideas.
• Training• Facilitation• Ideation• Design learnings
• Facilitation• Ideation
• Prototyping• Design
Select + EvaluateDEO Gallery to build & vote
Final selection of concepts to progress
BrainJuicerOnline consumer
Brainstorm
PredictiveMarket
Selection
UNILEVER DEO TEAM
Mission possible
WOW & YB
Generating ideas online using Creative consumers
Creative 6’ers™
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Let the Creative’s Create!
1. Brainstorms are team bonding exercises and
great at creating commitment and BUT harmony hinders revolutionary ideas
2. Every person & idea has equal worth BUT only 6% of folk are highly creative
3. Suspending judgement helps creativityBUT creatives are the harshest critics
4. A group is good at creating acceptable &
evolutionary ideas Individualists create Fresh ideas (‘New & Different’, ‘Weird & Wonderful’)
5. Colleagues are boxed in by corporate paradigms that act as self limiting beliefsCreatives are truly open minded, so…
Avoid Brainstorming to generate fresh ideas
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A $trillion marketing services industry Trying to satisfy the thirst for creativity
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We know how to measure intelligence... Can creativity be measured?
13Creating measures of creativity
An experimentwith a national representative
sample of 5,000
Implicit creativity measures(Personality tests)
Measuring Creativity Explicit creativity measures
(Creativity tests)
Putting well-known academic and psychological tools to the test•Mednick’s Remote Association Test•Insight Test - cognitive plane shifting•Horowitz Test - visual abstraction to test flexibility•Torrance Test of Creativity Thinking - elaboration and divergent thinking to test for fluency, flexibility, originality
14Willoughby Individualist – Team player (WIT) test
Adaptors/Team Players
Prefer to take ideas and improve them. Fairly cautious, practical and standard approaches. Prefer incremental innovation, structure and consensus. Prefer to work in groups. Their motto is to do things better.
Innovators/Individualist
Prefer to find new ideas and ‘big bang’. Can be risky, challenging and abrasive. Prefer solving problems with less structure and consensus. Prefer to solve problems alone. Their motto is do things differently.
15Idea generation exercise
16BrainJuicer Creativity Test
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18Creativity is like any other aptitude
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Elephant ideas Make ears bigger Give it a squeak Make the eyes move Ears feels different Make trunk longer Squirt water from trunk (given
as e.g.) Sing Nellie the elephant Make it walk
Elephant ideas + humanising ideas
Pull the trunk to open its mouth
Trumpet when it detects movement
Have babies inside
• • • • • • • • • • • • • • • • • • • • • • •
Allow it to speak
Give it spectacles
Give it clothes
Talk back to you
Record a message
Have the child’s name on it
Elephant ideas +humanising ideas +more abstract ideas A finger puppet Water proof 4 bath Make it laugh Make it dance Make it fart & burp Help spell & count Roar when smacked
• • • • • • • • • • • • • • • • • • • • • • Elephant Hoover Radio, tusks for volume & tuning A Pyjama case Tusks 4 teething Add wheels & ride it Vibrates to soothe Microwaveable as a
hot water bottle
The Creativity Test with 5,000 showed a bell curve distribution of creativity just like any other talent
Regular 60 Watt
49%Night Light
31%The Lights Are Off
2%Bright Spark
17%Incandescent!
1%6% = validated CreativeSixers
The more creative the person, the more ideas they had & the more creative they were
20How the Creative works
How best to Use Creative Sixers:
Increase creative output by challenging them
Increase creative output by giving them 4 days to think about it
Increase creative output by asking for at least 8 ideas
Use Creatives’ New Think as input to create New & Sound Concepts
**the best ideas tend NOT to be
the 1st ideas
6% = validated CreativeSixers
21How the Creative works
“Using BrainJuicers we generated & tested dozens of ideas to find a winner. What would normally take us months we finished in 2 weeks. More Juice please!”
Jaroslav Cir – Global Consumer & Market Insight Manager Rexona
Output a ‘Deck of Ideas’ of the best 52 ideas + 2 Jokers
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A radio with one tusk for
volume & the other for tuning
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Bedtime comforter for babies
with teething
tusks
Deo Concepts inspired by Creative 6’ers™
Elaborated upon in the workshop
Spritz & Go No aluminium compounds combating sweat & odours effectively Good for your skin (Vitamin E) Natural ingredients like lime, green tea, lemon, tea tree oil mixes
Angel Pocket sized No white marks Smelling fresh and clean all day
Natural Protection Plant extract / no chemicals / no scent
Nat-U-ral or NATURA Invisible working in the background Very natural/neutral No white marks
Natures organic blend Organic and natural
ingredients/shapes Suggest freshness and purity Colours would be bright
Aurora A very small, thin aerosol can fitting into
handbag Label would be peelable so that no one
would know what it was
One use deodorant Special applicator for just one application So small can be kept in even the smallest clubbing purse
Creative Individualists’ Ideas and Resulting Concepts: New Female Deodorant Usage Ideas – Creatives (Women)
Deo Patches Tackling the cause of body odour, not masking
the smell Selling patches, similar to anti-smoking
patches worn under clothing to prevent body odour
Ice Queen Keeping you clean, cool and fresh all day long Clear and no white marks Bottle is white and feminine shape with a
crown shape lid.
Be Cool Keeping you fresh and dry Keeping your skin feeling cool and fresh Long-lasting and moisturizing Packaging minimalist, maybe Japanese
Fresh Shield Small sachets, easily opened, with a clear gel Non sticky leaving no residue Natural floral and plant fragrances
An antiperspirant in a flat tin Fits in your pocket or handbag with
lockable top
Creative Individualists’ Ideas and Resulting Concepts: New Female Deodorant Usage Ideas – Creatives (Women)
Inspire Instant drying powder Three-set phial of fragrances could mix
and match to the fragrance that suits you. No white marks Slowed down hair regrowth
Invisible No smell, leaves no white marks, doesn't flake and
stops underarm sweating Does not clog pores
Diaphanous Invisible shield giving long lasting protection
Mix & Match Like a room fragrancer Variety of smells – fragrances that can be
blended or Individually applied so can be flexible with your mood
Invisible Shield Not white but skin toned so it didn’t show
on dark clothing Cream that absorbed rapidly and would be
totally odourless
Creative Individualists’ Ideas and Resulting Concepts: New Female Deodorant Usage Ideas – Creatives (Women)
Full Stop Increasing effect to match demand Time release capsules Unisex offers
New Male Deodorant Usage Ideas – Creatives (Men)
Impact Keep both feet and shoes
smelling fresh with deo inlays! Out with the cheese and in with
the pleasant smell!!
DryTec Let the skin breathe! Odour and healthy skin control! Copy and learn from high performance fabrics
Shower and a towel in a can
On-the-go solution: spray on cleanser, towel off then spray deo
Anti-perspirant body wash & deo 2-in-1
Plain transparent container, to see how much is left
Small enough to slip into gym bag
The Invisible Deo Odourless, unnoticeable
Essence Easy, no-mess application / non-staining Good for the skin / anti-bacterial / moisturising Effective over a long period Environmentally friendly design, pleasant smelling Non-disposable cartridge-refillable roll-on Lavender, Rose or Neroli
Miniature key ring size deoSahara Anti-perspirant, incredibly effective Long-lasting fragrance matching more
exclusive men's fragrances
Night & Day Bottle in two parts: Metallic Blue &
Yellow/Orange 2 different scents: light and fresh, deep
& masculine
Screening concept ideas:‘Let the Market Decide’
15 ideas in a Predictive Market where 500 select the most Potent
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How the Many Can Be Smarter than the Few, James Surowiecki (2004)
The Wisdom of Crowds
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collectiveguess
= 1197 lbs
actualweight
= 1198 lbs
Galton’s surprise findings
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X 596Polls
(1988 - 2000)
¾
IEM - The original Predictive Market
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Monadic Test of 10 concepts &
matched targeted samples of 100
A Predictive Market with the same 10
concepts & a diverse ‘crowd’ of 500
The Experiments
38How Brainjuicer Predictive Markets work
Tested 15 ideas with a convenience sample of 500 answering for how they believe the market would react
Share the game with them, “imagine you owned shares in all these ideas..., which one would you sell + diagnostics & why and which one would you double your shares in and why?”
Aggregated buy/sell scores accurately sorts ‘wheat from chaff’, purchase projection indicates the ‘grade of wheat’ & the rich quali-quant diagnostics provide creative direction
Works across cultures with universal net preference scores
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New Product ConceptsMonadic Test
with matched samples of 100 in the target market
Predictive Marketwith diverse group
of 500 people Significant Differences
A 85 85
B 83 76 +
C 81 80
D 78 86
E 74 70
UK Norms (top two box) 67 67 67
F 64 28 ***
G 64 28 ***
H 54 35 *
I 49 45
J 43 16 ***
A diverse crowd will be as accurate as a targeted sample
A ‘Predictive Market’ will be as accurate as a monadic test
Answering for the market as accurate as answering for oneself
Experiment: Top 2 Box Purchase Intention Results for 10 HPC Ideas in UK
40First Exposure to Predictive Markets
Breaking Paradigms !
Conventional Approach Focus on consumer reactions / Users Test among target segment Understand consumers’ personal motivations/ reactions
New Approach Testing relying on the Wisdom of the Crowds:
– Large, diverse crowd that scores independently, faithfully aggregated
Respondent considers how the market will react, and not personal reactions (projective technique)
High incidence on non-category users (65% do not use Plug-ins)
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Monadic Test Less differentiation
Over-rewards the mediocreScores vary by culture
More expensive samplesCostly to test many ideas
5-6 week turn process
Predictive MarketsSorts ‘wheat from the chaff’Can also grade the ‘wheat’
More comparable cross-cultureCheaper convenience sampleVFM way to test many ideas
2-3 week process
Let the Market select
Deo ideas in the Predictive Market’
15 ideas in a Predictive Market where 500 select the most Potent
Click for
Contents
43% Doubling and Selling Shares in Each Idea – Male
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Net Preference:
Einstein represents ideas inspired by the Creative 6’ers™ Bars represent a breakdown of the % buying and % selling each idea
Net preference score sorts wheat from chaff to reveals which concepts have real potential
? ? ? ? ? ?
Click for
Contents
44% Doubling and Selling Shares in Each Idea – Female
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Einstein represents ideas inspired by the Creative 6’ers™ Bars represent a breakdown of the % buying and % selling each idea
Net preference score sorts wheat from chaff to reveals which concepts have real potential
Click for
Contents
45
A shift towards “culture of innovation”
AXE R&D
CSI DOVE
AXE CTI
Click for
Contents
46Translating the ideas to mixes and we are introducing them to the markets!
NAME AXE DAY & AXE NIGHT
FRAGRANCES
Day – Have Fun (Givaudan)
With citrus, fruity & woody notes, a fragrance which responds to one definition:
A subtle fragrance for playing the mating game in public during the day.
Night - Laikipia (Firmenich)
With woody, oriental & spicy notes, it has one objective:
A mysterious fragrance for one on one mating game in the night.
You need different tactics & weapons for each moment.
That’s why now you’ve got Axe Day & Night, 2 fragrances, one for each moment.
Insight & communication