Co-Creative Innovation Smartees Workshop

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Content
Welcome
A touch of empathy in innovation
Workshop session
the Heineken Pop-Up City Lounge
Wrap up and Q&A
@MCDONALDSIMON

Guess some of
my favorite brands

Which brand is this?
The Boston Consulting Group, 2014

Market Realist, 2014

Robin Chase, 2014
Age Rooms Hotels Countries
4 650,000 192
65 645,000 4400 100
93 610,000 3800 88
44 530,000 4452 92

What could be a future favorite?
JIBO

and develop a platform for diversity?
What’s in the mix?
How to think beyond the product

I D E Aincubation diversity empathy assessment

ID Aincubationdiversity assessment
Eempathy

Impact
measurement
#5
Eempathy
ASHLEY@INSITES-CONSULTING.COM

Impact
measurement
#5
empathy
To develop relevant ideas and
concepts, companies need to identify
with and understand the context, the
emotions and the (unarticulated) needs
of their customers.

In-sight |’in.sit|

It is the DNA of
your product

How to
empathize to
uncover
these
insights?

You are NOT always
your consumer

Consumers
are bad
witnesses
of their own
behaviour

“Medicine
bottles don’t
give me any
real trouble”
IDEO, 2014

IDEO, 2014

Look at the world
like a traveler

To uncover new insights,
don’t look at the many,
see the ones

Non matching
is cool

Once the needs
are formulated,
validate with the many

I love discovering new neighborhoods in
my city. Now that I am a parent I am
rediscovering the city in a new way, but I
feel limited in my mobility. I wish their was
a quicker way to conquer the city together
with my baby.
Urban parents insight

Impact
measurement
#5
Ddiversity

Impact
measurement
#5
diversity
Generating ideas is the act
of connecting experiences and
synthesizing new things. More is better.
More diverse is better.

In ideation,
quantity of ideas
leads to quality

The Eastgate Centre (Zimbabwe) by Mick Pearce

Look outside
your organization

Going to a lounge bar is about bonding
with my friends, about sharing stories.
When I can’t get the waiter’s attention to
order a round of drinks, my friends feel
like I’m not interested in their stories. It
would be nice to have an easy way to let
him/her know I want to order a drink.
Lounge insight

Internet users
(per 100 people)
International Telecommunication
Union, World Telecommunication/ICT
Development Report and database,
and World Bank estimates.

From passive ‘consumers’ to

Impact
measurement
#5
Iincubation

Impact
measurement
#5
incubation
As innovation is by nature an
iterative process, empathy and
diversity need to be an integral part
of the process, not just an ad hoc
intervention. Ideas shape in time,
so does collaboration.

Ideas shape in time
NPD is an iterative process

Deep dive activities
Bottom-up activities
(Spontaneous
discussions)
Matching the iterative innovation flow
Time
Intensity
48 hour activities

Impact
measurement
#5
Aassessment

Killing ideas
is not in our DNA

Overnight
idea screener

Context
is gold

Game of Context
Sample
screening
Mission
statement
Picture
upload
Concept
evaluation

SERENDIPITY
Embrace

Make room for serendipity
in your goal-setting
The Ice Hotel (Sweden)

ID incubationdiversity
4 principles of
Co-creative Innovation
Aassessment
Eempathy

RETHINKING NIGHTLIFE
EXPERIENCE FOR HEINEKEN
Thomas Troch

LOOKING FOR
INNOVATIVE PROBLEMS
TO SOLVE

Visual analysis of nightlife venues on Instagram

Quantitative validation and recruitment game

Quantitative validation and recruitment game
In-depth behaviour research through Consumer
Consulting Board

EXPERT
ROOM
YOUR LOUNGE
JOURNEY
THE
CHALLENGE
LET’S GET SOCIAL

LOOKING FOR
INNOVATIVE WAYS TO
EMPATHIZE

I want a drink that triggers all my senses. I
like having a unique drink that has a story
to tell. It’s not about quantity but about
quality.
Lounge insight

Up to 40% growth in sales in best practice markets

thomas@insites-consulting.com
http://linkedin.com/in/thomastroch
Thomas Troch
Senior Research Manager, InSites Consulting

LINE UP
FROM YOUNGEST
TO OLDEST

GROUP
BASED ON COLOURS
YOU ARE WEARING

Impact
measurement
#5
Eempathy

Empathy
Share your observations within
your group.
What are frictions or delighters
you have observed?

Empathy
Turn the most emotional
observations into 3 hypotheses.
“I noticed that…”
“I guess this is because…”

Empathy
Share your most surprising /
unexpected hypothesis.
What could be the innovation
challenge? “How to …”

Diversity
Can you come up with ideas for
your innovation challenge?

Diversity
Let’s use the brand alphabet for
additional diversity!
“What would [brand] do?”

Empathy
Share the idea you’re most excited
about…

Incubation
Where can ‘speakers’ add value to
the innovation process?

Impact
measurement
#5
Aassessment

Insert new innovation that doesn’t
match breakfast moment.
> Picture of breakfast

Co-Creative Innovation Smartees Workshop

Co-Creative Innovation Smartees Workshop

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