Activate Your Truth For Slide Share

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ACTIVATE YOUR TRUTH

Breakthrough in New Product Development

Drive innovation

From Research to P&L




YOUR PRESENTERS

John WilliamsonCEO & Founder

Email: [email protected]: @johnmwilliamson

Keith RobinsonSenior Strategist

Email: [email protected]

Eddy WittrySenior Strategist

Email: [email protected]


mailto:[email protected]





LET’S DEFINE INNOVATION

There’s the Wikipedia version…1: the introduction of something new 2: a new idea, method, or device

Then there’s your version …1: ideas and action that impact your P&L2. research with huge stakes




THE PROBLEM

INNOVATION & RESEARCH ARE BROKEN




INNOVATION TODAY

Internally Driven

Underdeveloped Outcomes• Lack of….• Grounding in reality• Focus• Validation• Creative process

Participant Ill Will• Not comfortable• Tension from Ambiguity• Waste of time • Low Team Ownership

Innovation Firms Expensive Black box process Loss of Control Not Grounded in Realities No Team Ownership

Outcome Laundry list of thoughts

Outcome Risky, tough toexecute ideas




WHAT’S NEEDED

You need to base innovation on TruthUnbridled reality of your customers and potential customersFunctional realities of your internal business & stakeholder

The Innovation process itself begs for Innovation!Changing behavior of your potential customersEfficient, fast, integrated, and cost effective new ways

Innovation can’t happen in a vacuumStakeholders MUST be involvedCross-organizational commitment = Big wins




THE ACTIVATE YOUR TRUTH APPROACH

SOLUTIONACTIVATE YOUR TRUTH




INNOVATIONTOMORROW

ExternalTruth-based consumer insights

Internal Truth-based Cross disciplinarySubject Matter Experts

Real Innovation froma Higher Standard ofCollective Intelligence

INNOVATION IN INNOVATION




INNOVATIONTOMORROW

+Internal Truth-based Cross disciplinarySubject Matter Experts

Real Innovation froma Higher Standard ofCollective Intelligence

INNOVATION IN INNOVATION

External Truth Internal TruthInnovation




EXTERNAL TRUTH : CONSUMER INSIGHTS

The company that brought innovation and better intelligence to qualitative market research

Online video feedback – out of the focus group and into people’s lives

World class Strategy and Actionable Reporting




INTERNAL TRUTH: KEY TO INNOVATION

Led by research, executed across teams vital to innovation success

The right prism for consumer insights and “A-Ha!” insights

Enthusiastic buyin across and up the organization




MORE SPECIFICALLY,

THE “ACTIVATE YOUR TRUTH” APPROACH…

pushes you well beyond where thinking is today identifies new opportunities to deliver growth leverages your internal experts produces grounded innovation truly activates consumer insight enables you to control your innovation process




INNOVATION EMERGES FROMINFUSING FRESH & ACCURATE

INSIGHTS WITH SUBJECT MATTEREXPERTS IN A DISCIPLINED

PROCESS




ACTIVATE YOUR TRUTH PROTOCOL




HOW IT WORKSACTIVATE YOUR TRUTH

Smart StartDiscoverConsumerOpportunities

Internal Team Builds InitialConstructs

Pressure TestPreliminaryConcepts

Refine &Adjust FinalConcepts

AN INTEGRATED SOLUTION COMBINING INNOVATIVE CONSUMER RESEARCH WITH INTERNAL BRAND EXPERTS TO BUILD INNOVATION CONSTRUCTS



John Williamson

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YOUR INTERNAL PRE-SUMMITSTART SMART




BUILDING FOUNDATION

Output

Smart Study Design

RationaleBetter Research is the Result of Better Preparation

ActionCoalesce Organizational Intelligence

InputProject Goals &

ObjectivesKey Historical Research Data

Interviews with Key Stakeholders

Moderated internal working sessionAttendees: Qualvu Strategy Team

INTERNAL PRE-SUMMIT



BETTER PREPARATION: BETTER RESEARCHINITIAL PROJECT

Right Participants Qualvu Collection

Rich InsightsVideo Report:

Actionable Recommendations



INNOVATION SUMMITIDENTIFYING & UNCOVERING

NEW OPPORTUNITIES

MORNING SESSIONAFTERNOON SESSION




MORNING: INSIGHT IMMERSION SESSION

Review Qualvu outputCandid, truthful video sessionsGrounding internal stakeholders in the InsightsInternal Truth



AFTERNOON: INNOVATION WORK SESSION

Purpose: Leverage ‘world view’ to build highly relevant concepts

The Qualvu Innovation process combines the “Collective Intelligence” of your Internal Team with consumer insights to identify and develop new thinking.

CollectiveGenius

ConsumerInsights Innovation

Internal Team Collective

Intelligence



BUILD INITIAL CONCEPTSPOST SUMMIT




CONCEPT DEVELOPMENT PHASE

The Qualvu Strategy Team:

…brings the group’s concepts to life and into sharp focus.

…will step back from the inputs developed to fully form the concept direction and to apply the focus offered by the filter of the strategic framework.

…yields refined and tightly written concept statements.

…then back to the Team

POST INNOVATION SUMMIT



TOTAL TEAM CONCEPT SESSION

Output

Research Ready Concept Statements

RationaleAllow Project Core Team to Get Draft Concepts to Research Ready Stage

ActionReview Draft Concepts Refine and Improve

InputDraft Concept Statements

Purpose: Leverage World View on Research Ready Concepts



PRESSURE TESTING & REFINING CONCEPTS




1. PRESSURE TEST PROJECT

Initial reaction LikelihoodTo purchase

Usage Scenarios Suggestionsor

improvements

Purpose: Fully validate Concepts Against Consumer Truth



POWERING THE PRESSURE TEST

Truthful Human Intelligence: Deeper insight than traditional methods

In the moment, cultural, and ethnographic

Better feedback = better concepts

Purpose: Revise Concepts Based on Consumer Insights



2. CONCEPT REFINEMENT WORKSHOPPOST PRESSURE TEST

Input:Consumer Insights

• Discussion• Exploration• Alignment and

closure

Action:Workshop • Final

Concepts/Constructs• Final

Stimulus/Graphics

Output:Final Concepts

Purpose: Prepare Final Concept Recommendations for Team Review



REFINE & CONSTRUCT FINAL CONCEPTS




REFINE FINAL CONCEPT

Tighten and polish concept statement to form final concept statements.

Actively incorporate it into the development of final, refined concepts.

Take the content and direction generated by the team in the Concept Refinement Workshop.

Tight, organized conclusion to the Activate Your Truth process



PROCESS RECAP

Smart Start Uncover NewOpportunities

Build InitialConcepts

Pressure TestPreliminaryConcepts

Refine &Construct FinalConcepts

ACTIVATE YOUR TRUTH




ACTIVATE YOUR TRUTH

You gain innovation based on Truth

Unbridled reality of your customers and potential customers

Functional realities of your internal business & stakeholdersInfuse the Innovation process with Innovation

Changing behavior of your potential customersEfficient, fast, integrated, and cost effective new ways

You are the leader of a team-empowered process

Stakeholders involved

Cross-organizational commitment = Big wins




Activate Your Truth For Slide Share

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