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


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




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


EMOTIONAL BENEFIT

REASON TO BELIEVE

Nokia7650

Picture Phone



With Nokia 7650, you can show those priceless moments to friends … whenever and wherever they may happen

OMOProjectPockets

Freedom to

get dirty


OMO provides you with the easiest way of getting the best cleaning results

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Dove Dimension Project – Functional Benefit




EMOTIONAL BENEFIT

REASON TO BELIEVE



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


EMOTIONAL BENEFIT

REASON TO BELIEVE

Nokia7650

Picture Phone




I feel more able to share the richness of my experience with those around me

OMO ProjectPockets

Freedom to

get dirty


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




EMOTIONAL BENEFIT

REASON TO BELIEVE



DISCRIMINATOR


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


EMOTIONAL BENEFIT

REASON TO BELIEVE

Nokia7650

Picture Phone





Integrated display camera and big colour display

Nokia brand heritage

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Reasons To Believe Examples

CONCEPT NAME

IDEA SUMMARY


EMOTIONAL BENEFIT

REASON TO BELIEVE

OMOProject Pockets

Freedom to get dirty



OMO provides the best cleaning – the easiest way to the best results


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




EMOTIONAL BENEFIT

REASON TO BELIEVE



DISCRIMINATOR



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


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



Integrated display camera and big colour display

Nokia brand heritage

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OMO Project Pockets

CONCEPT NAME

IDEA SUMMARY


EMOTIONAL BENEFIT

REASON TO BELIEVE

OMOProject Pockets

Freedom to get dirty


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


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




EMOTIONAL BENEFIT

REASON TO BELIEVE



DISCRIMINATOR: Only Dove Exfoliating Bar polishes gently, revealing soft and silky skin every day



Ultra fine blue exfoliants gently polish away dull, lifeless skin.

1 Before the Concept… Idea Clinics Innovation Check.

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