INSIGHT-DRIVEN

INNOVATION

A touch of empathy in innovation

Guess some of

my favorite brands

Which brand is this?The Boston Consulting Group, 2014

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

What could be a future favorite?JIBO

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

#5E

empathy

Impact

measurement

#5

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.

In-sight |’in.sit|

Connecting Discovering Getting a drink

Dancing Cooling down Ending the night

It is the DNA of

your product

How to

empathize to

uncover

these

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

IDEO, 2014

To uncover new insights,

don’t look at the many,

see the ones

Once the needs

are formulated,

validate with the many

I love discovering new neighborhoods in

my city. Now that I am a parent I am

rediscovering the city in a new way, but I

feel limited in my mobility. I wish their was

a quicker way to conquer the city together

with my baby.

Urban parents insight

Impact

measurement

#5D

diversity

Impact

measurement

#5

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

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

#5I

incubation

Impact

measurement

#5

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

Time

Inte

ns

ity

48 hour activities

EXPERIENCE

Impact

measurement

#5A

assessment

Killing ideasis not in our DNA

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

Insight-driven Innovation

Aassessment

Eempathy

RETHINKING NIGHTLIFE

EXPERIENCE FOR HEINEKEN

Thomas Troch

LOOKING FOR

INNOVATIVE PROBLEMS

TO SOLVE

Visual analysis of nightlife venues on Instagram

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

ROOM

YOUR LOUNGE

JOURNEY

THE

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

DETECTING SHOPPER INSIGHTS

TO ENHANCE THE IN-STORE EXPERIENCE

Niels Schillewaert I Julian Ramsey

WHO ASPIRES

A LIFESTYLE

OF HEALTH &

WELLNESS?

WHO IS LIVING

A LIFESTYLE

OF HEALTH &

WELLNESS?

You’re not alone…

“I am very healthy in both lifestyle and diet. I take

supplements and exercise every day without fail.”

“Always read nutrition labels because this is our best

source of information about food nutrition.”

“The best foods are organic, and I recommend these

enthusiastically.”

by Chair315 l M l 45 l Walmart shopper

Healthy Lifestyle but could always use some help in further improving

You’re not alone…

“This is a good price on Doritos, but I ultimately decided to go with

Cheetos. I like Doritos but Cheetos are the best and

they are the same price!”

by Chair315 l M l 45 l Walmart shopper

Healthy Lifestyle but could always use some help in further improving

1

2

3

Understand the H&W shopping behavior

Enhancing the in-store experience

Meeting the H&W consumer needs and

motivations

HOW WOULD YOU

INVESTIGATE THIS?

SHOP-ALONG

VIRTUAL STORE

SIMULATION

EYE-TRACKING

REPORT

CHALLENGE THE

STATUS QUO

TO UNCOVER

FRESH INSIGHTS

CONFINED PERSPECTIVE HOLISTIC OUTLOOK

CONSUMERS BEING LED HUMANS LEADING

INTERACTIVE TOOLSONE-WAY PRESENTATION

People are only a ‘shopper’ or a ‘consumer’ for a couple of hours a day, the

rest of the time they’re just human.

Shopper

Consulting

Board

Sharing

H&W moments

Sharing

how they prepare

for grocery shopping

Going out

on shopper missions

Interactive

workshop

The power of

the metaphor

“I compare a supermarket to a new car salesman. Everything

in the store is shouting for your attention via the packaging,

labeling and prices. Much like cars on a parking lot, each product

on the shelf is trying to get you to pick it up, take it for a test drive

and be loyal to the brand for life.”

by speedle l M l 57 l Publix shopper

Not 100% sure on how to live a healthy lifestyle

Participants share their own methaphors

CONFINED PERSPECTIVE HOLISTIC OUTLOOK

CONSUMERS BEING LED HUMANS LEADING

INTERACTIVE TOOLSONE-WAY PRESENTATION

People are only a ‘shopper’ or a ‘consumer’ for a couple of hours a day, the

rest of the time they’re just human.

THANKS!

Niels Schillewaert I Julian Ramsey