Esomar Innovation presentation June 2008

Generating and testing the ideas that will smell just right! An innovative approach to concept creation and screening Esomar Copenhagen June 17 2008 Jaroslav Cír Global Consumer and Market Insight Director Rexona, Unilever Evert Bos Managing Director NL

WILDFIRE - a new approach to innovation

[object Object],[object Object],[object Object],[object Object],Project Wildfire has been initiated with the following objectives:

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Traditional method- random concepts mainly confined to the bottom draw With Project Wildfire Concepts & testing Ideas Route to market Better informed concepts & testing Insight & Pre Ideas Route to market

PHASE 1 PHASE 2 PHASE 3 Inspiration Sessions Small teams out & about in different, inspiring environments, gathering a large number of pre-ideas, guided by an experienced facilitator . Harvesting + Acceleration Focused working sessions to accelerate the team’s thinking, identifying & strengthening emerging pre-ideas. • Training • Facilitation • Ideation • Design learnings • Facilitation • Ideation • Prototyping • Design Select + Evaluate DEO Gallery to build & vote Final selection of concepts to progress BrainJuicer Online consumer Brainstorm Predictive Market Selection UNILEVER DEO TEAM Mission possible WOW & YB

Generating ideas online using Creative consumers Creative 6’ers™

Let the Creative’s Create! ,[object Object],[object Object],[object Object],[object Object],[object Object],Avoid Brainstorming to generate fresh ideas

A $trillion marketing services industry Trying to satisfy the thirst for creativity

We know how to measure intelligence... Can creativity be measured?

Creating measures of creativity An experiment with a national representative sample of 5,000 Implicit creativity measures (Personality tests) Measuring Creativity Explicit creativity measures (Creativity tests) ,[object Object],[object Object],[object Object],[object Object],[object Object]

W illoughby I ndividualist – T eam player ( WIT ) test Adaptors/Team Players Prefer to take ideas and improve them. Fairly cautious, practical and standard approaches. Prefer incremental innovation, structure and consensus. Prefer to work in groups. Their motto is to do things better. Innovators/Individualist Prefer to find new ideas and ‘big bang’. Can be risky, challenging and abrasive. Prefer solving problems with less structure and consensus. Prefer to solve problems alone. Their motto is do things differently.

Creativity is like any other aptitude

The more creative the person, the more ideas they had & the more creative they were ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Creativity Test with 5,000 showed a bell curve distribution of creativity just like any other talent Regular 60 Watt 49% Night Light 31% The Lights Are Off 2% Bright Spark 17% Incandescent! 1% 6% = validated Creative Sixers

How the Creative works ,[object Object],[object Object],[object Object],[object Object],[object Object],**the best ideas tend NOT to be the 1st ideas 6% = validated Creative Sixers

How the Creative works “ Using BrainJuicers we generated & tested dozens of ideas to find a winner. What would normally take us months we finished in 2 weeks. More Juice please! ” Jaroslav Cir – Global Consumer & Market Insight Manager Rexona ,[object Object]

A radio with one tusk for volume & the other for tuning

Bedtime comforter for babies with teething tusks

Deo Concepts inspired by Creative 6’ers™ Elaborated upon in the workshop

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Creative Individualists’ Ideas and Resulting Concepts: New Female Deodorant Usage Ideas – Creatives (Women)

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Creative Individualists’ Ideas and Resulting Concepts: New Female Deodorant Usage Ideas – Creatives (Women)

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Creative Individualists’ Ideas and Resulting Concepts: New Female Deodorant Usage Ideas – Creatives (Women)

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Creative Individualists’ Ideas and Resulting Concepts: New Female Deodorant Usage Ideas – Creatives (Women)

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Creative Individualists’ Ideas and Resulting Concepts: New Female Deodorant Usage Ideas – Creatives (Women)

[object Object],[object Object],[object Object],[object Object],Creative Individualists’ Ideas and Resulting Concepts: New Female Deodorant Usage Ideas – Creatives (Women)

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Creative Individualists’ Ideas and Resulting Concepts: New Female Deodorant Usage Ideas – Creatives (Women)

[object Object],[object Object],[object Object],[object Object],New Male Deodorant Usage Ideas – Creatives (Men) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Miniature key ring size deo ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Screening concept ideas: ‘Let the Market Decide’ 15 ideas in a Predictive Market where 500 select the most Potent

The Wisdom of Crowds How the Many Can Be Smarter than the Few, James Surowiecki (2004)

Galton’s surprise findings collective guess = 1197 lbs actual weight = 1198 lbs

IEM - The original Predictive Market X 596 Polls (1988 - 2000)  ¾

The Experiments Monadic Test of 10 concepts & matched targeted samples of 100 A Predictive Market with the same 10 concepts & a diverse ‘crowd’ of 500

How Brainjuicer Predictive Markets work ,[object Object],[object Object],[object Object],[object Object]

Experiment: Top 2 Box Purchase Intention Results for 10 HPC Ideas in UK ,[object Object],[object Object],[object Object],New Product Concepts Monadic Test with matched samples of 100 in the target market Predictive Market with diverse group of 500 people Significant Differences A 85 85 B 83 76 + C 81 80 D 78 86 E 74 70 UK Norms (top two box) 67 67 67 F 64 28 *** G 64 28 *** H 54 35 * I 49 45 J 43 16 ***

First Exposure to Predictive Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Let the Market select Monadic Test Less differentiation Over-rewards the mediocre Scores vary by culture More expensive samples Costly to test many ideas 5-6 week turn process Predictive Markets Sorts ‘wheat from the chaff’ Can also grade the ‘wheat’ More comparable cross-culture Cheaper convenience sample VFM way to test many ideas 2-3 week process

Deo ideas in the Predictive Market’ 15 ideas in a Predictive Market where 500 select the most Potent

% Doubling and Selling Shares in Each Idea – Male Sample: 500 ,[object Object],[object Object],[object Object],?   ? ? ? ? ? -10 -5 -5 -4 -2 -1 -1 -1 0 0 0 0 1 1 1 2 5 19 Net Preference:

% Doubling and Selling Shares in Each Idea – Female Sample: 503 ?      ? ? ? ? ? ,[object Object],[object Object],[object Object],Net Preference: -17 -7 -5 -4 -2 -2 -1 -1 0 0 0 1 1 2 2 2 3 3 3 4 6 14

A shift towards “culture of innovation” AXE R&D CSI DOVE AXE CTI

Translating the ideas to mixes and we are introducing them to the markets! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Insight & communication You need different tactics & weapons for each moment. That’s why now you’ve got Axe Day & Night , 2 fragrances, one for each moment.

Esomar Innovation presentation June 2008

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Esomar Innovation presentation June 2008