Everyone understands the importance of getting consumers involved early in the innovation process. But when faced with the pressure of needing to move quickly, it can sometimes be easier said than done.

1. How Safeway Built a Fast and Effective Innovation Process by Leveraging Design Thinking and Agile Market Research
Matt Warta
CEO & Co-Founder
GutCheck
Nicku Bruce
Senior Innovation Manager
Safeway Consumer Brands
@mwarta

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GutCheck Summary
WHAT WE DO
GutCheck is an agile research solution that delivers the prescriptive consumer insights that help your products and advertisements win.

4. 12+ Million Consumers Worldwide
GutCheck Is Agile Research That Provides Consumer Feedback To Foster Knowledge Based Decisions
Expert Services Team
focused on “the answer”
On-Demand Recruitment Engine
Real-time recruiting of highly specific segments
Integrated Qualitative + Quantitative Solutions
Real-time In-Depth Interview (IDI)
Instant Research Community (IRC)
Real-time Quantitative

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GutCheck Services

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Agile Market Research eBook
Read the eBook
Allows you to push your initiatives forward in an iterative way that leads to you having a high-quality result
Speed
Flexibility

7. The Safeway Consumer Brands Team Currently Manages Over 20 Private Label Brands
20
700
40%

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Safeway’s Newest Brand, Marcela Valladolid Launched in 2013

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In 2014 The Innovation Team Took On A Challenge From Our Leadership To Become More Consumer Centric Leveraging a Design Thinking Process
Turn great brand & project managers
..into Passionate Problem Solvers
empathy for a timeline
empathy for the consumer and the business

10. Design Thinking

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9,834
The number of books on “Design Thinking” available on Amazon.com
Design Thinking is a Popular Topic

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…And Everyone Has a “Right Way” to Do It

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Our Focus Today Is On The Definition of Design Thinking And The Design Thinking Process
DEFINITION
PROCESS
METHODS

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So What Is Design Thinking?
“Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.”
~ Tim Brown, IDEO
Source: Tim Brown, IDEO

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Design Thinking Is A Process Aimed At Solving Real Consumer Problems
Design Thinking is a consumer-focused process for solving consumer problems and discovering new opportunities

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Because Only When You Solve Their Problems In A Meaningful Way Will You Win Their Business
“…because when you DO RIGHT by your CONSUMER, you’ll WIN every time.”
~ Joe Ennen, Safeway

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Before You Begin Your Innovation Process, Make Sure You Have a Common Definition Of Innovation Between You And Your Stakeholders

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Let’s Understand How The Design Thinking Process Works By Deconstructing a Real Life Innovation

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Design Thinking is a combination of activities, used in sequence to help you arrive at solutions and products that meet consumer needs
IMMERSE
IDEATE
TEST & REFINE
EXAMINE

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Through the Design Thinking Process We Uncover That Including A Vacuum In A Minivan Solves A Real Consumer Problem For Moms
“How do we make minivan life better for moms?”
EXAMINE
IMMERSE
IDEATE
TEST & REFINE
What do we know about the consumer and category?
MOMS WITH KIDS SPEND HOURS IN THE VAN EACH DAY
What is life really like for her?
STRESSFUL MESSY & NOISY
How do we make it better for her?
•Add a glass partition?
•Make it a 2- seater?
•Add a vacuum inside the car?
Did we solve her problem in a meaningful way?
Glass partition…
NOT FEASIBLE
2-seater…
NOT VIABLE
Vacuum…
DESIRABLE, FEASIBLE, VIABLE

21. The Company That Launched This Innovation Has Been Voted The #1 Minivan In US 2013, 2014, 2015

22. IMMERSE
IDEATE
TEST & REFINE
EXAMINE
What do we know about this consumer and category?
What behavior might we want to influence, or change?
What is life really like for him/her?
How do we make it better for him/her?
How do we change, or influence behavior?
Did we solve the problem in a meaningful way?
Did we change, or influence the behavior?
Safeway’s Design Thinking Employs A Similar Model To The Example

23. Timing Constraints Meant Getting Consumer Feedback Quickly Was Imperative To Keep The Process Moving AND The Consumer Represented
Good idea in a meeting, but needed to engage consumers
We need a quick “gut check.”
OK. Do that!
No resources. Now what?!
?
!
Email from GutCheck!
Fast?
But are they…
Affordable?
High Quality?
P
P
P

24. Agile Market Research Allowed Us To Spend More Time On What Mattered, The Consumer
Immerse
Ideate
Test & Refine
Examine

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There’s Often A Divide Between Brand And Research Teams
Too Slow
Disconnected
Unrealistic
Too Reactive
Disconnected
Unrealistic

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Agile Market Research Facilitates Greater Cooperation, Trust And Results By Helping Both Parties Meet In The Middle
Fast
Affordable
High Quality

27. IMMERSE
IDEATE
TEST & REFINE
EXAMINE
What do we know about this category and who purchases it?
What behavior might we want to influence, or change?
What is life really like for him/her?
How do we make it better for him/her?
How do we change, or influence behavior?
Did we solve the problem in a meaningful way?
Did we change, or influence the behavior?
A ‘Real Life’ Example: How do we get kids more engaged in using the home coffee pod brewer?

28. Examine & Immerse
The “BABYCCINO”
Immerse
Ideate
Test & Refine
Examine

29. Ideate
Immerse
Ideate
Test & Refine
Examine

30. Test & Refine
We Also Asked: “What other flavors would interest you for this type of product?”
•Chocolate Caramel
•Chocolate Toffee
•White Chocolate
•Chocolate Honey
•Chocolate Strawberry
•Chocolate Chip
•Chocolate Mint Cookie
They told us kids love to use the pod brewer.
But, warm milk is polarizing
“I think the process of making it is most appealing…She loves popping the cup, watching the machine work, then adding marshmallows to her cup.”
“I’m not sure if me or my kids would like the taste, warm powdered milk may taste gross OR it could taste OK. It’s hard to know.”
“I’ve never heard of warm milk flavors in the pod brewer. I think it’s quite unique in the flavors as well.”
Ideate
Examine
Immerse
Test & Refine

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To Sum It All Up
BUY POST-ITS AND SHARPIES…it helps you feel official
UNDERSTAND what innovation means to your stakeholders
COMMIT to connecting with your consumers throughout
Choose partners who are AGILE
The TRIFECTA is not mythical

33. Question & Answer Session
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34. Thank You!
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Matt@gutcheckit.com
@GutCheckit