ed hebblethwaite @ inspiration 2014
TRANSCRIPT
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TITLE TEXT LEVEL 2
A PROPOSAL PREPARED FOR CLIENT NAME BY SEYMOUR POWELLDATE
Ed Hebblethwaite | Executive Director
REAL INNOVATION
Digital Doughnut 2014 seymourpowell
Monday, 20 October 14
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we are seymourpowell
Monday, 20 October 14
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There’s a lot of talk about
Inspiration
Ideas
Innovation
Monday, 20 October 14
That’s the trouble - it’s mainly talk, frameworks & hypotheses post-in notesTalk today about Real Innovation - how at SP we go about doing it and to see the processes (post-it notes and all) and the results
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Anything can be inspiring
Anyone can have an idea
Monday, 20 October 14
The world isn’t short of inspiration or ideasWe are short of genuine innovationInnovation is the successful exploitation of (new) ideas
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What is innovation?
Why is it important?
Monday, 20 October 14
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Monday, 20 October 14
We are currently consuming the world’s resources at an alarming rate - we would need 2.5 worlds to support our current level of consumption... things are running out
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We need to innovate
to survive
to thrive
Monday, 20 October 14
Innovation can be driven from many sourcesConsumer insights yes... but also government legislation, scarcity, CSR, technical advantage
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But it’s not easy
It’s complex
Monday, 20 October 14
Innovation can be driven from many sourcesConsumer insights yes... but also government legislation, scarcity, CSR, technical advantage
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Forensics The Crucible Distillation Concept Design
Design Development
Prototype& Modeling
Social & Lifestyle Trend Technical Forensics
Brand DNA Stakeholder Views
Sustainability Scouting Category Mapping
Ethnographic Studies Personas
Monday, 20 October 14
We need to look at a situation (prob/oppo) from many different angles - perspectiveWhat are we good at, what are constraints and drivers - payback, competitors etc
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• Knowledge Share
• Expert Interviews
• Trends
• Ethnography
• Competitor Audit Quant Stimulus
• Visual Concept
• Brand Story
Crucible Workshop
New
Product Pack
ServiceExperience
Quant Stimulus
Monday, 20 October 14
Embrace complexity, bring it altogether, develop some hypotheses and test them - really test them, fast, get it right and launch
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• Knowledge Share
• Expert Interviews
• Trends
• Ethnography
• Competitor Audit
Quant Stimulus
• Visual Concept
• Brand Story
Crucible Workshop
New
Product Pack
ServiceExperience
Monday, 20 October 14
Embrace complexity, bring it altogether, develop some hypotheses and test them - really test them, fast, get it right and launch
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Perspectives
Complexity
Make it real
Monday, 20 October 14
Move beyond logicalMake it real, make it interesting Don’t test a multi-sensory experience via a computer questionnaireRapid reality prototyping - measure, move on
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Confidential. © Seymour Powell Limited, 2014. All rights reserved.
Move beyond
logical
Monday, 20 October 14
Move beyond logicalMake it real, make it interesting Don’t test a multi-sensory experience via a computer questionnaireRapid reality prototyping - measure, move on
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Confidential. © Seymour Powell Limited, 2014. All rights reserved.
Move beyond
logical
Monday, 20 October 14
Move beyond logicalMake it real, make it interesting Don’t test a multi-sensory experience via a computer questionnaireRapid reality prototyping - measure, move on
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Monday, 20 October 14
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Monday, 20 October 14
arctic explorerspecial forcessports scientist working with olympic athletesblend extreme usage with R&D and technical and consumer trends
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Monday, 20 October 14
These insights enabled us to identify a series of opportunity areas to inform and inspire our designers...ReassuranceUltimate protectionPerformanceStatus symbol - I am (prepared for the) Extreme
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Monday, 20 October 14
A jacket engineered to take a Korean textile producer into another stratosphereDesireLaunched in late 2013...A three layered jacket system incorporating innovative, wearable technology to combat the most extreme of environments...
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1. Introduction & History 2. Planning & Preparation 3. Tool Audit & Garden Tour
4. Tasks & Habits 5. Watering Routines 6. Tidying & Storage 7. Retail Visit
Garden VisitStructure
Monday, 20 October 14
Map the consumer journey from first purchaseto storagereuse and frequent tasks
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High Engagement
Functional/Pragmatic/
Rational
Emotional/Personal
SystematicDevoted
RomanticIdle
Low Engagement
Monday, 20 October 14
new segmentationFocus our innovation on different people, trying to achieve different things in their gardenDefine Hozelock’s purpose in the garden, develop a portfolio strategy
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FEASIBILITY
BUSINESS RELEVANCE
CONSUMER RELEVANCE
EASE
SD
RI
Monday, 20 October 14
Balanced consumer needs with market reality, water conservation, environmental policy, technical feasibility and projected revenuesFramework to map innovation idea by consumer group, value and feasibilityEnabled project prioritisation - 100+ ideas filtered down to 12 to flow through the business
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Monday, 20 October 14
Hozelock didn’t want us to do any hose ideas... because they’d done everything that could be done!Understanding gardeners want to work light, carry as little as possiblehow about a hose that could have several functions - lance, fun shower sprinkler, movable waterer?
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Confidential. © Seymour Powell Limited, 2014. All rights reserved.
Monday, 20 October 14
Innovation paysNot far from the original sketch... but a huge amount of engineering to make the system workAchieved 3 year sales target in year 1, award winning, new news... uniqueness and margin before the retailers beat you up and
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Creating a marvellous sharing experience for Cadbury’s
Monday, 20 October 14
Once you understand a brand’s purpose (even if they’ve told everyone) and lost the Joy of Joy you can still innovate against it and develop new products that explore a facet of joy - in this case sharing
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Chocolate is difficult to share
Unless it’s a gift
Monday, 20 October 14
As the world get’s fitter and more paranoid about sugar and salt etcit’s increasingly difficult to rationalise and justify a lovely big bar of choccy
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Monday, 20 October 14
We know what Cadbury’s wants to bring to people’s lives but that’s difficult to do, if we’re all a bit reticent about tucking in to a bar or two
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Monday, 20 October 14
We examined what it means to sharedifferent types of sharinghabits & human interactionsThat joy of communal sharingBut also that alleviation of guilt... you didn’t scoff the lot yourself
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Monday, 20 October 14
explosive release - pinata permission to dive in
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Packaging drives behaviour
Confidential. © Seymour Powell Limited, 2014. All rights reserved.
Monday, 20 October 14
We did a little experiment in SP - leave an open bag of crisps in the kitchen - they’ll all disappearLeave a choccy bar, doesn’t go, leave an opened choccy bar with visible chunks, still doesn’t goOpen the whole bar, break it up a bit - it’s all gone in secs. We all love choc n crisps but we often can’t justify a whole block/bag to ourselves, so how can we make it more intuitive for sharingpermission facilitated by a more open package not meant to be saved again.
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We want innovation
but it must be a bar
Confidential. © Seymour Powell Limited, 2014. All rights reserved.
Monday, 20 October 14
When is a bar not a bar, when it’s broken to sharebar shapes exploring ways to break & create the ‘moment’Design it Pinata style, made to be brokenRandom to regular, enable people to have a little or a big bit
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Monday, 20 October 14
irregular won!bar filled with inclusions of popping candy, smarties, crispies, jellies, cookies etc.Successfully test launched in Australia - grew Cadbury’s share from 19.6% to 24.2%Already 3rd biggest choc bar with 6% value share Launch in UK - £20M in 12 weeksMost successful FMCG launch in 2013 with £49.7M sales in 9 months
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Embrace complexity see the connections
Monday, 20 October 14
In summary...
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Embrace complexity see the connections
Make it real, tangibleMake it delightful... continually
Monday, 20 October 14
In summary...
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Embrace complexity see the connections
Make it real, tangibleMake it delightful... continually
Engage people &Let them play
Monday, 20 October 14
In summary...
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Embrace complexity see the connections
Make it real, tangibleMake it delightful... continually
Engage people &Let them play
Don’t just tell storiesMake new realities
Monday, 20 October 14
In summary...
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Make a differenceAnd the stories will tell themselves
Embrace complexity see the connections
Make it real, tangibleMake it delightful... continually
Engage people &Let them play
Don’t just tell storiesMake new realities
Monday, 20 October 14
In summary...
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Talk is cheap. Words are plentiful. Deeds are precious.
H Ross Perot
Monday, 20 October 14
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Shape the Future
Monday, 20 October 14