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

2

WILDFIRE - a new approach to innovation

3

• 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:

4

• 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

5

Why?

6

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

7

How?

8

PH

AS

E 1

PH

AS

E 2

PH

AS

E 3

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™

10

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

11

A $trillion marketing services industry Trying to satisfy the thirst for creativity

12

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

18Creativity is like any other aptitude

19

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

22

A radio with one tusk for

volume & the other for tuning

23

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


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


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

34

How the Many Can Be Smarter than the Few, James Surowiecki (2004)

The Wisdom of Crowds

35

collectiveguess

= 1197 lbs

actualweight

= 1198 lbs

Galton’s surprise findings

36

X 596Polls

(1988 - 2000)

¾

IEM - The original Predictive Market

37

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

39

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)

41

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

-20

-15

-10

-5

0

5

10

15

20

25

30

Lyn

x D

awn

til

Du

sk

Su

re S

hir

t S

afe

Su

re P

reci

sio

n

Su

re T

arg

et

Su

re H

eat

Do

ve f

or

Men

Bar

e

Su

re D

ual

Do

ve f

or

Men

Bo

ost

Su

re E

dg

e

Do

ve f

or

Men

Bla

st

Su

re F

reez

e

Su

re F

use

Lyn

x L

ove

Bit

es

Do

ve f

or

Men

Am

p3

Su

re V

u

Lyn

x F

oo

tsie

Su

re T

een

Sh

ot

Do

ve f

or

Men

No

Sh

ow

er C

ham

ois

% o

f re

spo

nd

ents

% doubling

% selling

Sample: 500

-10-5-5-4-2-1-1-100001112519

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

-25

-20

-15

-10

-5

0

5

10

15

20

25

Sh

hh

...

Lyn

x fo

r G

irls

Do

ve I

nst

ant

Dry

Su

re S

tay

Co

ol

Do

ve M

oo

nli

gh

t

Do

ve B

are

Su

re F

reez

e D

ry

Su

re M

ind

an

d B

od

y

Su

re S

ea B

reez

e

Do

ve B

eau

tifu

l F

eet

Imp

uls

e A

ng

el

Su

re T

wis

t

Imp

uls

e in

th

e G

ard

en

Su

re F

lip

an

d F

resh

Su

re G

o C

lear

Su

re M

icro

-tec

Su

re P

ow

er T

ub

e

Do

ve N

ou

rich

e

Su

re F

use

Su

re F

ing

erp

rin

t

Su

re G

irls

Po

tio

ns

Do

ve M

ou

sse

Do

ve E

gg

% o

f re

sp

on

de

nts

% doubling

% selling

Sample: 503

Net Preference:

-17-7-5-4-2-2-1-1000112223334614

? ? ?? ??

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

esomar innovation presentation june 2008

Business