1 Before the Concept… Idea Clinics Innovation Check
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Before the Concept…
Idea Clinics
Innovation Check
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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
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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.
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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
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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]
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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
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What goes into a concept?
Concept raw materials
Consumer insight
Name
Idea / Discriminator
Reason to believe
Reprise of discriminator or ‘why you should buy it’
Structure of concept as the consumer thinks
“Prove to me that you understand my needs, that you really know what is going on in my head”
“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?”
“Please summarise precisely why I should buy you and how this will make me feel!”
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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 a click and a squeeze, new Whirlpool Ice pocket sized
mouthwash from Close-Upreleases 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.
Insight
Name
Reason to believe
Discriminator
Reprise of discriminator
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Evaluation Concept
Concept Progression & Research
Exploration Concept
Qualitative Research
Quantitative Research
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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
ExplorationConcept
EvaluationConcept
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The Concept Grid Template
Concept Name:
Target AudienceBrand ValuesBrand PersonalityBrand Essence
IDEA INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
DISCRIMINATOR
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Dove Project Dimension
Concept Name: Dove Dimension
Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hypeBrand Values: Real, a keeper of promises, beautifully uncomplicated, optimistic, timelessBrand Personality: Beauty – with depth of character, no stereotypes; Voice – personal, without puffery or clichésBrand Essence: Beauty without artifice
IDEA INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
DISCRIMINATOR
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INSIGHT
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Insight definition
A penetrating understanding which provides hooks or clues that lead to brand
building opportunities
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Observations vs Insight
Observations
What the consumer said or did
Insights
Why the consumer said what
she said or did what she did
Why? Why?
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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
Insights or Observations – Guess the Brand
Young people often wear the same gear as their sporting heroes
A watch is a fashionaccessory. Treat it likeone.
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Young people often wear the same gear
as their sporting heroes
PENETRATING
PHYSICAL
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
Observation
Insight
Why?
Nike
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I enjoy driving
high performance
cars
PENETRATING
PHYSICAL
Observation
Insight
Why?
Driving a high performance
car is a clear signal to others
that I am on the road to
success
BMW
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Getting to Insights – Dig Deep
•Keep asking:
Why?
Why is that important?
Which means….?
So what?
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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
WHY? Unusable Observation
ExploitableInsight
UnusableInsight
Young people often wear the same gear as their sporting heroes
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
Young people are often insecure, and lacking in any self confidence
WHY?
WHY?
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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
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Omo - Insight
Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you
truly experience life
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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.
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Insight Examples TARGET:
CONCEPT NAME
IDEA SUMMARY
INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
Nokia7650
Picture Phone
Sometimes you are desperate to share magical moments with friends and family as soon as they take place. But words are often just not enough to do justice to the experience
D I S C R I M I N A T O R
OMOProjectPockets
Freedom to
get dirty
Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you truly experience life
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Dove Dimension Project - Insight
Concept Name: Dove Dimension
Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hypeBrand Values: Real, a keeper of promises, beautifully uncomplicated, optimistic, timelessBrand Personality: Beauty – with depth of character, no stereotypes; Voice – personal, without puffery or clichésBrand Essence: Beauty without artifice
IDEA INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
Dove Exfoliating Bar
Everyday is a new beginning. It would be great to start each day with my skin feeling as new & fresh as a clean canvas.
DISCRIMINATOR
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FUNCTIONAL BENEFIT
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Functional benefit definition
“What does it do for me?”
This is the rational bit about your idea that appeals to consumers’ heads.
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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
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Answers the Insight
NOKIA
7650
Insight
Sometimes, you are desperate to share magical moments with friends and family as soon as they take place. But words are often just not enough to do justice to the experience
Functional Benefit
With the Nokia 7650, you can show those priceless moments to friends…whenever and wherever they may happen
MOD’s
Spectrum
Colorant
Insight
Who cares about fashion? Who cares what others might think? I just want to have it my way. Get the colour that I want. Not being led by those invariable colorants
Functional Benefit
Through advanced spectrum colouring technology, you can get whatever colour you want
Functional Benefit: focused and single-minded
FOCUSED
FOCUSED
UNFOCUSED!!
….The hair expert in Mod’s salon developed a breakthrough Mod’s Detect Bubble Shampoo to provide you early detection of hair damage when shampooing
Only with Palm Pilot will you find it so easy to manage your busy life on the go
….natural fruit juice drink with smoothness and goodness of soya protein (milk). Tantalising fresh fruit taste has unique super smooth texture to refresh my senses completely while soya nutrients revitalise my body
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Functional Benefit Examples TARGET:
CONCEPT NAME
IDEA SUMMARY
INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
Nokia7650
Picture Phone
Sometimes you are desperate to share magical moments with friends and family as soon as they take place. But words are often just not enough to do justice to the experience
D I S C R I M I N A T O R
With Nokia 7650, you can show those priceless moments to friends … whenever and wherever they may happen
OMOProjectPockets
Freedom to
get dirty
Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you truly experience life
OMO provides you with the easiest way of getting the best cleaning results
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Dove Dimension Project – Functional Benefit
Concept Name: Dove Dimension
Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hypeBrand Values: Real, a keeper of promises, beautifully uncomplicated, optimistic, timelessBrand Personality: Beauty – with depth of character, no stereotypes; Voice – personal, without puffery or clichésBrand Essence: Beauty without artifice
IDEA INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
Dove Exfoliating Bar
Everyday is a new beginning. It would be great to start each day with my skin feeling as new & fresh as a clean canvas.
DISCRIMINATOR
Polishes skin gently, leaving it soft and silky
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EMOTIONAL BENEFIT
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Emotional benefit definition
“How does it make me feel?”
This is the emotional bit about your idea that appeals to consumers’ hearts.
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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
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Emotional Benefit ExamplesTARGET:
CONCEPT NAME
IDEA SUMMARY
INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
Nokia7650
Picture Phone
Sometimes you are desperate to share magical moments with friends and family as soon as they take place. But words are often just not enough to do justice to the experience
D I S C R I M I N A T O R
With Nokia 7650, you can show those priceless moments to friends … whenever and wherever they may happen
I feel more able to share the richness of my experience with those around me
OMO ProjectPockets
Freedom to
get dirty
Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you truly experience life
OMO provides you with the easiest way of getting the best cleaning results
Freedom to experience life and grow
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Dove Dimension Project – Emotional Benefit
Concept Name: Dove Dimension
Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hypeBrand Values: Real, a keeper of promises, beautifully uncomplicated, optimistic, timelessBrand Personality: Beauty – with depth of character, no stereotypes; Voice – personal, without puffery or clichésBrand Essence: Beauty without artifice
IDEA INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
Dove Exfoliating Bar
Everyday is a new beginning. It would be great to start each day with my skin feeling as new & fresh as a clean canvas.
DISCRIMINATOR
Polishes skin gently, leaving it soft and silky
Feel brand new every day!
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REASON TO BELIEVE
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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.
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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
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Support the Benefit
Only with the pocket-sized Palm Pilot will you find it so easy to manage your busy life on the go. The electronic personal organiser, which can be instantly updated through its unique graffiti alphabet system, also synchronises very easily with your PC
Functional benefit Reasons to believe
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Either Functional or Emotional
From the people who make Domestos, we now have Green Domestos Liquid. Its thick, bio-degradable formula cuts right through the grease to kill the germs, leaving all work surfaces and floors spotlessly clean
Functional benefit Emotional reasons to believe
Functional reasons to believe
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Strongest and Most Sustainable
Only with the pocket-sized Palm Pilot will you find it so easy to manage your busy life on the go. The electronic personal organiser, which can be instantly updated through its unique graffiti alphabet system, also synchronises very easily with your PC
Unlike other cleansing masks, whole new Dove Cream Revitalizing Cleansing Mask deeply cleans while restoring its bright skin tone to make it delicate. It uses ¼ moisturizing cream to replenish skin with necessary moisture………
Strongest and most sustainable reasons to believe
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Reasons To Believe Examples
CONCEPT NAME
IDEA SUMMARY
INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
Nokia7650
Picture Phone
Sometimes you are desperate to share magical moments with friends and family as soon as they take place. But words are often just not enough to do justice to the experience
D I S C R I M I N A T O R
With Nokia 7650, you can show those priceless moments to friends … whenever and wherever they may happen
I feel more able to share the richness of my experience with those around me
Integrated display camera and big colour display
Nokia brand heritage
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Reasons To Believe Examples
CONCEPT NAME
IDEA SUMMARY
INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
OMOProject Pockets
Freedom to get dirty
Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you truly experience life
D I S C R I M I N A T O R
OMO provides the best cleaning – the easiest way to the best results
Freedom to experience life and grow
1. Technology – New generation of LAS tolerant cellulase: -stain removal benefit-Requires minimal effort-Kind on clothes
2. Active involvement in people development – global support of child’s right to play/ local support of development and learning groups
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Dove Dimension Project – Reason to Believe
Concept Name: Dove Dimension
Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hypeBrand Values: Real, a keeper of promises, beautifully uncomplicated, optimistic, timelessBrand Personality: Beauty – with depth of character, no stereotypes; Voice – personal, without puffery or clichésBrand Essence: Beauty without artifice
IDEA INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
Dove Exfoliating Bar
Everyday is a new beginning. It would be great to start each day with my skin feeling as new & fresh as a clean canvas.
DISCRIMINATOR
Polishes skin gently, leaving it soft and silky
Feel brand new every day!
Ultra fine blue exfoliants gently polish away dull, lifeless skin.
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DISCRIMINATOR
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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
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Discriminator checklist
It answers the consumer insight directly
It is clearly superior to any competitive offering
It is possible to use the word ‘only’
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Nokia 7650
IDEA INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
Picture Phone Sometimes you are desperate to share magical moments with friends and family as soon as they take place. But words are often just not enough to do justice to the experience
DISCRIMINATOROnly with the Nokia 7650 can you show and share those special moments to friends and family whenever or wherever they may happen
With Nokia 7650, you can show those priceless moments to friends … whenever and wherever they may happen
I feel more able to share the richness of my experience with those around me
Integrated display camera and big colour display
Nokia brand heritage
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OMO Project Pockets
CONCEPT NAME
IDEA SUMMARY
INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
OMOProject Pockets
Freedom to get dirty
Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you truly experience life
DISCRIMINATOR: Only Omo gives you the confidence and freedom to allow your children to get dirty when experiencing and learning
OMO provides the best cleaning – the easiest way to the best results
Freedom to experience life and grow
1. Technology – New generation of LAS tolerant cellulase: -stain removal benefit-Requires minimal effort-Kind on clothes
2. Active involvement in people development – global support of child’s right to play/ local support of development and learning groups
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Dove Dimension Project – Discriminator
Concept Name: Dove Dimension
Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hypeBrand Values: Real, a keeper of promises, beautifully uncomplicated, optimistic, timelessBrand Personality: Beauty – with depth of character, no stereotypes; Voice – personal, without puffery or clichésBrand Essence: Beauty without artifice
IDEA INSIGHT FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
REASON TO BELIEVE
Dove Exfoliating Bar
Everyday is a new beginning. It would be great to start each day with my skin feeling as new & fresh as a clean canvas.
DISCRIMINATOR: Only Dove Exfoliating Bar polishes gently, revealing soft and silky skin every day
Polishes skin gently, leaving it soft and silky
Feel brand new every day!
Ultra fine blue exfoliants gently polish away dull, lifeless skin.