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Before the Concept…. Idea Clinics Innovation Check. Idea Clinics. Testing of Product Ideas Idea Statements Singular Functional Benefit Led No emotional hook No RTB support No visual support Tested through Sequential Recycling. Example of Idea Statements.
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Before the Concept… Idea Clinics Innovation Check
Idea Clinics • Testing of Product Ideas • Idea Statements • Singular • Functional Benefit Led • No emotional hook • No RTB support • No visual support • Tested through Sequential Recycling
Example of Idea Statements • Presenting New Pepsodent Day & Night Toothpaste. The Day Paste gives you shining white teeth and the Night Paste fights germs through the night to give you a peaceful sleep.
Innovation Check • Quantitative Testing of Winning Idea • Innocheck Concept • Idea • Descriptive Pictures • Pricing • Testing Criteria • Uniqueness • Intention to Purchase • Green Signal for pursuing an Idea
What next? • We have a high potential product idea • We need to develop a consumer pitch which will be • Important [I] • Credible [C] • Unique [U]
Concept Definition A concept is simply the tool we use to communicate a new idea to consumers so they can feed back to us usefully
What goes into a concept? Structure of concept as the consumer thinks Concept raw materials “Prove to me that you understand my needs, that you really know what is going on in my head” Consumer insight “OK, you have now got my attention….but not for long. Now, who are you? What are you? How can you answer my needs better than anybody else? Why should I believe you?” Name Idea / Discriminator Reason to believe “Please summarise precisely why I should buy you and how this will make me feel!” Reprise of discriminator or ‘why you should buy it’
Insight Reason to believe Name Discriminator Example – Whirlpool Ice Concept How do you get that `just cleaned your teeth, ready for anything’ sensation when you are out and about? With just aclick and a squeeze, new Whirlpool Icepocket sized mouthwash from Close-Up releases its antibacterial formula with an explosion of pure menthol. This cleans and blasts your mouth with long lasting freshness…..on the go. Whirlpool Ice keeps you fresh and ready for action wherever you are. Reprise of discriminator
Concept Progression & Research Exploration Concept Qualitative Research Evaluation Concept Quantitative Research
Concept Summary A concept is a research tool It is a crucial step in the innovation process • A concept consists of: • Insight • Idea • Discriminator • Reason to Believe • Reprise of discriminator Exploration Concept Evaluation Concept
Insight definition A penetrating understanding which provides hooks or clues that lead to brand building opportunities
Observations vs Insight Observations What the consumer said or did Why? Why? Insights Why the consumer said what she said or did what she did
Insights or Observations – Guess the Brand Young people often wear the same gear as their sporting heroes Driving a high performance car is a clear signal to others that I am on the road to success Mothers want to keep their baby’s skin dry to avoid nappy rash A watch is a fashion accessory. Treat it like one.
Nike Observation Young people often wear the same gear as their sporting heroes PHYSICAL Why? Young people admire the talent and self belief of sporting heroes. Wearing the same gear is a way of tapping into their energy and supporting their own self belief PENETRATING Insight
BMW Observation I enjoy driving high performance cars PHYSICAL Why? Driving a high performance car is a clear signal to others that I am on the road to success PENETRATING Insight
Getting to Insights – Dig Deep • Keep asking: • Why? • Why is that important? • Which means….? • So what?
Dig Deep – an example • Kids clothes get dirty WHY? • They can’t help it when they are playing WHY? • They are thinking about their games with their friends not their clothes WHY IS THAT IMPORTANT? • By playing they are building friendships and learning new things WHY IS THAT IMPORTANT? • I’d rather my kids got dirty and learned something than were clean and didn’t!
Exploitable insights Young people often wear the same gear as their sporting heroes WHY? Unusable Observation Young people admire the talent and self-belief of sporting heroes. Wearing the same gear is a way of tapping into their Energy and supporting their own self belief WHY? Exploitable Insight Young people are often insecure, and lacking in any self confidence Unusable Insight WHY?
Insight checklist • It shows a deep understanding of a consumer need • It represents an important issue or problem in the consumer’s life • It can be credibly exploited by your brand
Omo - Insight Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you truly experience life
Nokia - Insight Sometimes, you are desperate to share magical moments with friends and family as soon as they take place. But words alone are often just not enough.
Functional benefit definition “What does it do for me?” This is the rational bit about your idea that appeals to consumers’ heads.
Functional benefit checklist • It answers the consumer insight directly • It represents either a new consumer benefit or a new secondary benefit • It is focused and single-minded
Answers the Insight NOKIA 7650 MOD’s Spectrum Colorant
Functional Benefit: focused and single-minded ….The hair expert in Mod’s salon developed a breakthrough Mod’s Detect Bubble Shampoo toprovide you early detection of hair damage when shampooing FOCUSED Only with Palm Pilot will you finditso easy to manage your busy life on the go FOCUSED ….natural fruit juice drink withsmoothnessandgoodnessof soya protein (milk). Tantalising fresh fruittastehas unique super smooth texture torefresh my sensescompletely while soya nutrientsrevitalise my body UNFOCUSED!!
Emotional benefit definition “How does it make me feel?” This is the emotional bit about your idea that appeals to consumers’ hearts.
Emotional benefit checklist • It links directly back to the consumer insight • It ladders directly from the functional benefits • It can be credibly linked to your brand
Reason to believe definition “Why should I believe you - where’s the proof?” This is the proof we offer to support the benefits. It may be emotional or functional depending upon the idea e.g. ingredient, heritage, endorsement, reputation, expertise etc.
Reason to believe checklist • They support the benefits directly • They can be either functional or emotional, tangible or intangible • They are sustainable over the long term
Support the Benefit Functional benefit Reasons to believe
Either Functional or Emotional Functional benefit Emotional reasons to believe Functional reasons to believe
Strongest and Most Sustainable Strongest and most sustainable reasons to believe
Discriminator definition “What makes this product / brand different from the rest?” The single most compelling and competitive statement the target consumer would make for buying this product /brand
Discriminator checklist • It answers the consumer insight directly • It is clearly superior to any competitive offering • It is possible to use the word ‘only’
