New Product Development & Innovation Webinar: Activate Your Truth
•Download as PPTX, PDF•
1 like•396 views
The Activate Your Truth approach enables businesses to push well beyond where their thinking is today and identify new areas of opportunity and of incremental sales and profits. This approach merges the Truth uncovered in the research process with the power of businesses’ internal subject matter experts to create a unique and powerful “Collective Genius” within the team. The team is then lead through a structured protocol which focuses the group to push beyond their current boundaries and to innovate and create actionable development work around the strategic imperatives of that specific initiative. When you drive Activate Your Truth, a true clarity of direction is developed, the power of business propositions are fully realized and team alignment is achieved– all moving your best business thinking far beyond what traditional innovation approaches have ever achieved. Presenters: John Williamson John founded Qualvu in 2007 with a vision to disrupt the $6 billion qualitative research category, by taking research out of the focus group and into consumers’ lives. Qualvu provides businesses a platform to gather online video-based insights from their customers faster and more cost effectively than ever before. As Qualvu’s Chief Executive Officer, John is responsible for the company’s strategic vision and execution, and has grown Qualvu from start-up to the leader in video-based qualitative intelligence, more than tripling revenues in 2010 with over 700 projects and over 100,000 video responses. Qualvu’s clients include some of the world’s most influential brands, including Procter & Gamble, Microsoft, Unilever, Chrysler, Toyota, Disney, Kellogg’s, and Yahoo!. Formerly, John was a founding partner of VerusLive, a pioneer in the field of online in-depth interview techniques. Innovations he helped design have been used by companies such as Microsoft, Ericsson and Comcast to conduct more than 1,000 webcam interviews across the globe. John also co-founded Jabbits, the world’s first video-based online Q&A community. John has held leadership positions in the technology industry, including Guardent, which was acquired by VeriSign in 2005, and eSoft, where he assisted on their IPO in 1999 and served as Managing Director of international sales in London. John has also successfully built various start-ups. He founded and ultimately sold Maxwell Express, a transportation logistics firm that pioneered development of technology-based delivery systems. He earned a Bachelor of Fine Arts degree in Marketing and Advertising from Southern Methodist University. Keith Robinson Keith Robinson has a track record of success across high-profile consumer and brand-driven companies such as Leo Burnett, Frito-Lay, Quaker Oats and Boston Market. Robinson has extensive experience and expertise in developing customer and business insights and then transforming those insights into strategies and programs that drive business results and build brands. Robinson’s strong grounding in the consumer and insight aspects of the business started at the outset of his career with positions in marketing research with Leo Burnett Advertising and Frito Lay. Drawn by the desire to leverage those insights into a direct decision-making role, Robinson then made the transition to the brand marketing side of the business moving through positions of increasing leadership and cross-functional business responsibility at both Frito-Lay (Doritos-launching Cool Ranch Doritos, Tostitos, Lays and Ruffles) and the Quaker Oats Company (Cap’n Crunch, Quaker100% Natural, Quaker Oats brand hot and cold cereals). Robinson then moved into the retail arena with 12 years at Boston Market in a variety of roles ranging from VP New Products, to Chief Marketing Officer for the restaurant business, to developing and leading the supermarket retail business. Eddy Wittry Eddy Wittry is a brand and product development expert specializing in the strategic alignmen
Recommended
Recommended
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
New Product Development & Innovation Webinar: Activate Your Truth
- 1. Watch the recorded video session!
- 2. Activate your truth Breakthrough in New Product Development Drive innovation From Research to P&L Watch the recorded video session!
- 3. Your presenters John Williamson CEO & Founder Email: jwilliamson@qualvu.com Twitter: @johnmwilliamson Keith Robinson Senior Strategist Email: krobinson@qualvu.com Eddy Wittry Senior Strategist Email: ewittry@qualvu.com Watch the recorded video session!
- 4. 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&L 2. research with huge stakes Watch the recorded video session!
- 5. The problem innovation & research are broken Watch the recorded video session!
- 9. Not Grounded in Realities
- 10. No Team OwnershipOutcome Risky, tough to execute ideas Outcome Laundry list of thoughts Watch the recorded video session!
- 11. What’s needed You need to base innovation on Truth Unbridled reality of your customers and potential customers Functional realities of your internal business & stakeholder The Innovation process itself begs for Innovation! Changing behavior of your potential customers Efficient, fast, integrated, and cost effective new ways Innovation can’t happen in a vacuum Stakeholders MUST be involved Cross-organizational commitment = Big wins Watch the recorded video session!
- 12. The Activate Your Truth Approach Activate Your Truth SOLUTION Watch the recorded video session!
- 13. INNOVATION Innovation in innovation TOMORROW Internal Truth-based Cross disciplinary Subject Matter Experts Real Innovation from a Higher Standard of Collective Intelligence External Truth-based consumer insights Watch the recorded video session!
- 14. Innovation in innovation INNOVATION TOMORROW External Truth Internal Truth Innovation + Internal Truth-based Cross disciplinary Subject Matter Experts Real Innovation from a Higher Standard of Collective Intelligence Watch the recorded video session!
- 15. 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 Watch the recorded video session!
- 17. The right prism for consumer insights and “A-Ha!” insights
- 18. Enthusiastic buyin across and up the organization Watch the recorded video session!
- 20. identifies new opportunities to deliver growth
- 21. leverages your internal experts
- 23. truly activates consumer insight
- 24. enables you to control your innovation processWatch the recorded video session!
- 25. INNOVATIONEMERGES FROM INFUSING FRESH & accurate INSIGHTs WITH Subject matter experts IN A DISCIPLINED PROCESS Watch the recorded video session!
- 26. ACTIVATE YOUR TRUTH PROTOCOL Watch the recorded video session!
- 27. HOW IT WORKSACTIVATE YOUR TRUTH Pressure Test Preliminary Concepts Refine & Adjust Final Concepts Discover Consumer Opportunities Internal Team Builds Initial Constructs Smart Start AN INTEGRATED SOLUTION COMBINING INNOVATIVE CONSUMER RESEARCH WITH INTERNAL BRAND EXPERTS TO BUILD INNOVATION CONSTRUCTS Watch the recorded video session!
- 28. Start Smart your internal pre-summit Watch the recorded video session!
- 29. INTERNAL PRE-SUMMIT BUILDING FOUNDATION Moderated internal working session Attendees: Qualvu Strategy Team Watch the recorded video session!
- 30. BETTER PREPARATION: BETTER RESEARCH INITIAL PROJECT Right Participants Qualvu Collection Video Report: Actionable Recommendations Rich Insights Watch the recorded video session!
- 31. Innovation summit identifying & uncovering new opportunities Morning sessionafternoon session Watch the recorded video session!
- 32. MORNING: INSIGHT IMMERSION SESSION Review Qualvu output Candid, truthful video sessions Grounding internal stakeholders in the Insights Internal Truth Watch the recorded video session!
- 33. AFTERNOON:INNOVATION WORK SESSION Internal Team Collective Intelligence Consumer Insights Collective Genius Innovation 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. Watch the recorded video session!
- 34. Build initial concepts post summit Watch the recorded video session!
- 35. CONCEPT DEVELOPMENT PHASE POST INNOVATION SUMMIT 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 Watch the recorded video session!
- 36. TOTAL TEAM CONCEPT SESSION Purpose: Leverage World View on Research Ready Concepts Watch the recorded video session!
- 37. Pressure testing & Refining concepts Watch the recorded video session!
- 38. 1. PRESSURE TEST PROJECT Purpose: Fully validate Concepts Against Consumer Truth Initial reaction Usage Scenarios Suggestions or improvements Likelihood To purchase Watch the recorded video session!
- 40. In the moment, cultural, and ethnographic
- 41. Better feedback = better conceptsWatch the recorded video session!
- 42. 2. CONCEPT REFINEMENT WORKSHOPPOST PRESSURE TEST Purpose: Prepare Final Concept Recommendations for Team Review Watch the recorded video session!
- 43. REFINE & construct final concepts Watch the recorded video session!
- 44. REFINE FINAL CONCEPT Tight, organized conclusion to the Activate Your Truth process Watch the recorded video session!
- 45. PROCESS RECAP ACTIVATE YOUR TRUTH Pressure Test Preliminary Concepts Refine & Construct Final Concepts Uncover New Opportunities Build Initial Concepts Smart Start Watch the recorded video session!
- 46. Activate your truth You gain innovation based on Truth Unbridled reality of your customers and potential customers Functional realities of your internal business & stakeholders Infuse the Innovation process with Innovation Changing behavior of your potential customers Efficient, fast, integrated, and cost effective new ways You are the leader of a team-empowered process Stakeholders involved Cross-organizational commitment = Big wins Watch the recorded video session!
- 47. Watch the recorded video session!
Editor's Notes
- John sets up this product born out of consistent client need to make research work beyond consumer truth and reports and dataJohn introduces KeithJohn introduces Eddy
- Internally DrivenUnderdeveloped OutcomesLack of….Grounding in realityFocusValidationCreative processOutcome: Laundry list of thoughtsParticipant Ill WillNot comfortableTension from AmbiguityWaste of time Low Team OwnershipInnovation FirmsExpensiveBlack box processLoss of ControlNot Grounded in RealitiesNo Team Ownership
- HOW This approach uniquely merges the consumer Truth uncovered in the videodiary process with the power of the client’s internal subject matter experts creating a unique and powerful “Collective Genius” within the team. The team is then lead through a structured protocol which focuses the group to push beyond their current boundaries and to innovate and create actionable development work around the strategic imperatives of that specific initiative.When you drive Activate Your Truth through Qualvu, a true clarity of direction is developed, the power of business propositions are fully realized and team alignment is achieved– all moving your best business thinking far beyond what traditional innovation approaches have ever achieved. Unfiltered access to consumer truthImmerses participants in fresh insightsSubject Matter Experts drive the process
- HOW This approach uniquely merges the consumer Truth uncovered in the videodiary process with the power of the client’s internal subject matter experts creating a unique and powerful “Collective Genius” within the team. The team is then lead through a structured protocol which focuses the group to push beyond their current boundaries and to innovate and create actionable development work around the strategic imperatives of that specific initiative.When you drive Activate Your Truth through Qualvu, a true clarity of direction is developed, the power of business propositions are fully realized and team alignment is achieved– all moving your best business thinking far beyond what traditional innovation approaches have ever achieved. Unfiltered access to consumer truthImmerses participants in fresh insightsSubject Matter Experts drive the process
- THE WHY: Making Research Actionable
- People/persona use video report slideWorkshop white boardConceptPeople again video diary with concepts on white board areaDevelopment Stage ActivitiesI. Pre-Summit WorkSmart Start Learning ReviewField Videodiary 1 Research II. Innovation Summit WorkImmersion Session Research De-brief + Strategy Review + Facilitated Internalization ProtocolInnovation Sessions Facilitated New Opportunity Identification and DevelopmentIII. Post Summit WorkNew Product Concept Development and RefinementResearch-ready Concept IdeasIV. Pressure TestField Videodiary 2 Pressure Test with ConsumersResearch Debrief with Client TeamProject Team Work Session to ID Concept Improvement OpportunitiesV. Post Validation WorkFinal Concept RefinementFinal High Value Concept Constructs
- InputsProject Goals and ObjectivesSummary of Key Historical Research StudiesProject Brief Interviews with Key StakeholdersActionsPull together organizational intelligence in this arena to better inform both the research design and the innovation work yet to come.RationaleBetter research is the result of better preparation – in this stage the Qualvu team goes deep on the available client research and background information in order to pinpoint what’s known and to identify the gaps that need to be addressed so that the Videodiaries get at the real, motivating consumer truth critical for success in this segment.OutputDirection to drive Study Design Parameters and Discussion Guide Development
- InputsHigh priority exploratory areas for the ethnographic and attitudinal researchActionsProgram Video Dairy + Collect Ethnographic Insights + Exploratory = Video ReportRationaleThe online Videodiary product delivers so much more than the insights offered in traditional focus groups – it gives qualitative research true richness, robust integrity and ultimately truth about what consumers feel and believe. The process outlined here gives the client team the benefit of Qualvu’s extensive experience in going beyond the typical content of the consumer feedback to decipher consumer emotion and intent – a critical part of understanding where a new value proposition really fits, not just a projection of how it might be scored on a list of literal, rational attributes or dimensions – in the live presentation of the final report in the client de-brief.OutputVideo summary of consumers sharing their Truth about how they view affluence and identifying the key attitudes and drivers for their spending/financial behavior
- InputsSmart Start LearningVideo Research Report from Videodiary 1Strategic Construct/FrameworkActionsPresentation review of the learning followed by… Protocol of facilitated exercises to work the team through better understanding the learning and beginning to formulate implications for innovationRationaleThe “Insight Immersion” kicks off the team work sessions. The purpose of this stage is to root each and every team member in the truth captured in the Qualvu Videodiary 1. The collective power of subject matter experts grounded in truth from the research gets the Innovation work started off with high energy, confidence and fresh thinking.OutputFresh insights, perspectives and thinking on the business based in consumer Truth to feed the Innovation process
- InputsImmersion from the morning sessionActionFacilitated, structured team work session with exercises designed to tap into the “Collective Genius” of the project team to identify and develop innovative high value business building initiativesRationaleThis innovation session will be a facilitated, structured work session that will enable the team to use both the direction set out in the project objectives, combined with the insights from the Videodiaries to push past what they have historically known and thought about the business and the consumer in order to draw out new areas of opportunity and development. These exercises will push to the group to explore fresh thinking and creativity; beyond what is seen in traditional new product brainstorming sessions, and to identify new and innovative business building ideas which are grounded the real-world wants and needs of the consumers.OutputRough concept constructs for 8-10 high potential business building initiatives
- InputsRough concept constructs for 8-10 high potential business building initiativesActionQualvu team works offline to further develop and refine conceptsRationaleThe “QVU Concept Development” stepis designed to focus and to speed up the process. Not all results are best achieved in a larger team meeting – The content and direction generated by the team in the Innovation Sessions will be substantial, but not fully formed; and the need for it to be quickly distilled down to key concepts will be key. The Qualvu Strat Team works at this phase, off-line, in order to bring the group’s concepts to life and into sharp focus. The Qualvu Strat team will step back from the inputs developed with the group in order to more fully form the concept direction and to apply the focus offered by the filter of the strategic framework yielding refined and tightly written concept statements. OutputDraft concepts for review by the project core team
- InputsDraft concept statementsActionReview draft concepts with Project core team to get direction for refinement/improvementRationaleThis meeting, conducted over WebEx, is designed to allow the Project core team to steer the editing and refining of the draft concepts in order to get them to the research ready stage.OutputResearch ready concept statements
- InputsResearch ready concept statementsActionsVideodiary 2 to pressure test concept ideasRationaleVideodiary research to get initial consumer reaction and input to refine the concept statements.Assignments will include questions designed to evaluate each concept / construct to identify strengths and weaknesses. Initial reaction Likelihood to purchase (why/why not)Usage scenarios (replacement or addition to current)Suggestions or improvements OutputVideo research report with consumer reactions to the concept statements
- InputsInitial Written ConceptsVideo Research Report from Videodiary 2ActionsPresentation Concept Reactions of the target followed by… Protocol of facilitated exercises to enable the team to efficiently digest/react/respond to research participant’s feedback on the concepts.Identify areas/implications for concept improvements.RationaleThis session is designed to ground and direct the team’s final concept refinement. The purpose of this stage is to root each and every team member in the truth about consumer reaction to and interest in the concepts as captured in the Qualvu Videodiary 2. The collective power of subject matter experts grounded in truth from the research again will channel the team toward optimizing the concepts through the insights derived from consumer’s reactions.OutputDirection on the highest potential concept directions and opportunities for refinement
- InputsVideo research reportOutput from project refinement sessionActionsFacilitated team session to identify improvements and refinements to the top conceptsRationaleThe second half of this WebEx-run session will be focused on Team “Concept Refinement.” The team will be facilitated through a protocol to generate discussion of the learning on each concept idea and to explore how those concepts might be further refined and improved. Through the exploration and discussion of the learning from each concept, team solutions and ideas for improvement will be recorded pushing this team toward alignment and closure on optimizing the concept intent and appeal to consumers.OutputDirection for Qualvu to move to concept finalization
- InputsDirection for Concept FinalizationActionQualvu team works offline to further develop, refine and polish final conceptsRationaleThis “QVU Concept Development” stepis designed to take the content and direction generated by the team in the Concept Refinement Workshop and to actively incorporate it into the development of final, refined concepts. These concept statement will be tightened and polished to form final concept statements. OutputFinal concepts for review by the MasterCard core team
- People/persona use video report slideWorkshop white boardConceptPeople again video diary with concepts on white board areaDevelopment Stage ActivitiesI. Pre-Summit WorkSmart Start Learning ReviewField Videodiary 1 Research II. Innovation Summit WorkImmersion Session Research De-brief + Strategy Review + Facilitated Internalization ProtocolInnovation Sessions Facilitated New Opportunity Identification and DevelopmentIII. Post Summit WorkNew Product Concept Development and RefinementResearch-ready Concept IdeasIV. Pressure TestField Videodiary 2 Pressure Test with ConsumersResearch Debrief with Client TeamProject Team Work Session to ID Concept Improvement OpportunitiesV. Post Validation WorkFinal Concept RefinementFinal High Value Concept Constructs