co-creative innovation smartees workshop

8th most

innovative

marketing

research

agency of the

(GRIT 2014)

Our vision of

contemporary

marketing is

evangelized

through our

best-selling

books.

6 offices / most time zones

Global Community Moderator Network

75 certified moderators in +50 countries

Consumer panel in +50 countries

@TOMGODERIS

#InSites

@TOMGODERIS

Hi, I am ….. and I work as…… @.......... .

I am here because …

I love my job because …

My colleagues think I am …

My friends say I am the best in …

When I was young I wanted to become a …

CONVERSATION STARTERS

@TOMGODERIS

“I take stuff and bend it into different shapes and forms to create different things, hopefully things that resonate with people in different ways.”

@TOMGODERIS

Data by itself is not enough, data needs poetry

@TOMGODERIS

Innovation challenge

Enhance the presentation experience

@TOMGODERIS

Objective

Put theory into practice

ASHLEY@INSITES-CONSULTING.COM

Guess some of

my favorite brands

Which brand is this?The Boston Consulting Group, 2014

Which brand is this?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

Which brand is this?

What do they have in common?

Jumping the curve

Innovation beyond the product

Platform for diversity

and develop a platform for diversity?

What’s in the mix?

How to think beyond the product

I D E A

I D E Aincubation diversity empathy assessment

ID Aincubationdiversity assessment

Eempathy

Impact

measurement

empathy

Impact

measurement

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.

Frans Johansson

Guy Kawasaki Tom Kelley

Robin Chase

In-sight |’in.sit|

It is the DNA of

your product

How to

empathize to

uncover

insights?

You are NOT alwaysyour consumer

Consumers

are bad

witnesses of their own

behaviour

“Medicine

bottles don’t

give me any

real trouble”

IDEO, 2014

Look at the world

like a traveler

Once the needs

are formulated,

validate with the many

Impact

measurement

diversity

Impact

measurement

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

Catchpole et al, 2007

Look outside

your organization

Who to involve?

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

incubation

Impact

measurement

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

48 hour activities

EXPERIENCE

Impact

measurement

assessment

It’s not only about

killing ideas

Overnight

idea screener

Context

is gold

Game of Context

Sample screening

Mission statement

Picture upload

Concept evaluation

SERENDIPITYEmbrace

Make room for serendipity

in your goal-setting

The Ice Hotel (Sweden)

IDincubationdiversity

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

Visual analysis of nightlife venues on Instagram

Quantitative validation and recruitment game

In-depth behaviour research through Consumer

Consulting Board

EXPERT

YOUR LOUNGE

JOURNEY

CHALLENGE

LET’S GET SOCIAL

LOOKING FOR

INNOVATIVE WAYS TO

EMPATHIZE

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

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 TrochSenior Research Manager, InSites Consulting

I D E A

WORKSHOP

Agenda

10:55 Warm-up

11:00 Empathy

11:25 Diversity

11:40 Incubation

11:50 Assessment

BASED ON COLOURS

YOU ARE WEARING

Impact

measurement

empathy

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 …”

Impact

measurement

diversity

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…

Impact

measurement

incubation

Incubation

What would be your plan to

further develop the ideas?

Incubation

Impact

measurement

assessment

Assessment

What’s the best way to test your

presentation ideas?

I D E Aincubation diversity empathy assessment

co-creative innovation smartees workshop

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