Demanding Better –
Not Just Faster –
Research in the Digital Age
Barbara Garau
Head of Global Solutions, Innovation & Forecasting
Our World and Our Consumers
Are Changing
Innovation Is More
Challenging
Resources are
thinner.
The bar is
higher.
€
Deadlines are
shorter.
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The Need For
SPEED
BUT SPEED ALONE
Doesn’t Drive Success
Marketers Must Make the Right
Decisions based on
QUALITY RESEARCH
Three Myths about
INSTANT RESEARCH
Dirty
Research
Diagnostics
One-Shot
Projects
Case Study #1
RESTAURANT’S CHALLENGE
Get to market faster with new menu items
and improve innovation success rate.
8
Solution: Overnight Testing Using
Validated Metrics and Optimization
• Robust sample size
• Proven success measures
• Idea optimization
9
Idea Optimization
BEFORE OPTIMIZATION
Introducing new Sandwich Stackers. A new, healthy way
for you to enjoy a meal on-the-go with the nutrients you
need, and the convenience you love.
AFTER OPTIMIZATION
Introducing new Sandwich Stackers. A healthy way for you to
enjoy a snack on-the-go with the nutrients you need, and the
convenience you love.
size
Font
reflects
Total Word Strength
Key for Database Comparisons
High Relevance; Low Relevance
Polarizing (Highly relevant for
some, least relevant for others)
High Uniqueness; Hard to Believe
10
Impact of
Overnight Testing
By screening ideas using
validated measures, they
had fewer concepts to
develop and to test
Reduced innovation
timelines by two months
By optimizing their top ideas,
they tested better concepts
Increased concept testing
success rate by ~20%
Overnight Testing was fast –
but not dirty.
11
Case Study #2
CONFECTIONER’S CHALLENGE
Develop a more diversified innovation
portfolio to drive up share price.
12
Solution: High-Speed Concept Testing that Delivers
High Quality Research
Better Consumer
Reach
More Engaging
Concepts
More Powerful
Outcomes
13
Better Consumer Reach through
Device-Agnostic Surveys
Connect with consumers
on their terms
Millennials
Emerging Markets
14
More Engaging Concept Testing with
Swipe Technology
Respondents spent
over 50% more time
reading the swipe concept
than a traditional concept.
15
More Engaging Concept Testing with
Streamlined Surveys
Old Wording/Scale
Updated Wording
Think about the [INSERT CONCEPT NAME-SEE
APPENDIX] product you just saw.
How well do you think each of the following
statements applies to this product?
You can use any score between 1 and 7,
from 1 if does not apply at all to a score of 7
if it completely applies.
SELECT ONE PER LINE
Now, for the next three questions, please think
about [INSERT CONCEPT NAME-SEE APPENDIX].
How well does [INSERT FR2 BRAND SELECTED]
meet your needs?
SELECT ONE
+
This product is unique and different
from other products of this type
1
Applies
completely
2
3
4
5
6
7
This product is relevant to you
Does not
apply at all
1
Applies
completely
2
3
4
5
6
7
SCROLL
Does not
apply at all
Slider Scale
Meets your needs
Concept
name
SCROLL
Replacement
Product
16
Even with Faster Timing –
More Robust Diagnostics
Goes beyond a “Go / No Go” recommendation to provide deeper
insights about the innovation.
Innovation
Profile
Competitive
Performance
Incrementality
Messaging
Does your
innovation align
to the needs of
your product
portfolio?
How well does
your innovation
perform vs. the
competition?
How much
incremental
volume will your
innovation yield?
What is the most
effective messaging
to help your
innovation
succeed?
17
Case Study #3
FOOD MANUFACTURER’S CHALLENGE
Accelerate the process of generating ideas
and transforming them into winning concepts
– with the ultimate goal of building a strong
innovation pipeline to grow the business.
18
Solution: Leverage Instant Research
All Along the Process
Overnight Insight
screening
House
Swap
Inspirational Food
Safari
Insight generation
workshop
Overnight Idea
screening
Idea generation
workshop
Concept writing
work session
Instant Research Can Go Beyond One-Shot Projects
19
Impact of
Instant Research on client’s Innovation Process
Achieved a healthy
pipeline of ideas
Success rate for concepts
increased by over 75%
Insights shared with the
brand team to leverage
with marketing plans
20
Research in the Digital Age is
BETTER –
NOT JUST FASTER
Quality
Research
Iterative
Projects
Rich
Diagnostics
Your contacts @
Barbara Garau
Global Head, Innovation
Paris
[email protected]
Nikolai Reynolds,
Marketing Director
Hamburg
[email protected]
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