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
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