A strong innovation funnel is recognised as

critical to future business success

“Innovation is a pre-requisite for

sustained growth. There is no
other path.. And it has to occur
across the enterprise”

A.G. Laffley, CEO, Proctor &

Gamble

1
Integration of consumer and shopper insight is key to
facilitating successful innovation

➜ Inform marketing strategy and identify opportunity areas by

brand
➜ Identify ideas which can have a genuine role in consumer’s
lives, deliver competitive advantage and are future-focused
➜ Filter out weak ideas at an early stage and ensure we focus
resource against ideas with greatest consumer potential
➜ Optimise development and execution from idea to in-market
execution
➜ Evaluate success of new products in the market-place
➜ Ensure learning from successes and failures feeds back into
future innovation development

2
Role of Research in the Innovation Process

➜ Innovation is a Risky Business- only 1 in 100 innovations are

successful
➜ Payoff can be HUGE if successful, but very expensive mistake if NOT.
➜ Key to success of any Innovation project is effectively managing the
RISK at each stage of the process.
➜ CIF as a tool allows us to do this. However it alone can not answer all
the questions stakeholders may have to make informed business
decisions.
➜ The right Consumer/Shopper Research at each stage of the CIF process
allows the project team to manage this RISK and make informed
choices.
➜ Ensures Consumer/Shopper is at the heart of what we are doing- there
is a need for this new idea/product and we don’t forget that.

3
 Aligning research protocols with CIF : we need to be clear about the key
consumer and business questions which need to be answered at each
stage of the process
Research and Insight in the innovation funnel
Idea Scoping Preliminary Business
Stage Case Stage
Identify Strategic priorities and Portfolio Roles - LRP

Full Development
Stage
Desk research Launch Preparation Market Execution
– refine product Stage Stage
brief
Human &
Qual – mix optimisation
Cultural
Consumer
Insights
clinics – Quant – internal formulation
incubate and screening
Usage/Attitu help build &
des refine idea
Quant – consumer sensory
Desk testing
Comms devt 3/6/12month reviews
research –
post launch
Quant – branded product
test / CPT
or
Concept
Consumer
evaluation to Quant – STM eg. 4Caster
Encounters
determine
– explore or
potential Decision to Post Launch
opportunity (internal or
in real world Incubator test mkt Decision to Produce Review
external
context depending on Launch Gate Gate
risk level) Gate
Decision to
Develop Gate

Decision to
Charter Gate
 Research & Insight in the Innovation Funnel : HIGH RISK PROJECTS

Idea Scoping Preliminary Business

Stage Case Stage
Identify Strategic priorities and Portfolio Roles - LRP

Full Development
Stage
Desk research Launch Preparation Market Execution
– refine product Stage Stage
brief
Human &
Qual – mix optimisation
Cultural
Consumer
Insights
clinics – Quant – internal formulation
incubate and screening
Usage and help build &
Attitudes refine idea
Quant – consumer sensory
Desk testing
Comms devt 3/6/12month reviews
research
post launch
Quant – branded product
test / CPT

Concept and/or
Consumer
evaluation to Quant – STM eg. 4Caster
Encounters
determine
– explore or
potential Decision to Post Launch
opportunity (internal or
in real world Incubator test mkt Decision to Produce Review
external
context depending on Launch Gate Gate
risk level) Gate
Decision to
Develop Gate

Decision to
Charter Gate

5
 Research & Insight in the Innovation Funnel :
MEDIUM RISK PROJECTS
Idea Scoping Preliminary Business
Stage Case Stage
Identify Strategic priorities and Portfolio Roles - LRP

Full Development
Stage
Desk research Launch Preparation Market Execution
– refine product Stage Stage
brief
Human &
Qual – mix optimisation
Cultural
Consumer
Insights
clinics – Quant – internal formulation
incubate and screening
Usage and help build &
Attitudes refine idea
Quant – consumer sensory
Desk testing
Comms devt 3/6/12month reviews
research
post launch
Quant – branded product
test / CPT
or
Concept
Consumer
evaluation to Quant – STM eg. 4Caster
Encounters
determine
– explore or
potential Decision to Post Launch
opportunity (internal or
in real world Incubator test mkt Decision to Produce Review
external
context depending on Launch Gate Gate
risk level) Gate
Decision to
Develop Gate

Decision to
Charter Gate

6
 Research & Insight in the Innovation Funnel : LOW RISK PROJECTS

Idea Scoping
Identify Strategic priorities and Portfolio Roles -

Preliminary Business
Stage Case Stage

Full Development
Stage
Desk research Launch Preparation Market Execution
– refine product Stage Stage
brief
Human &
Qual – mix optimisation
Cultural
Consumer
Insights
clinics – Quant – internal formulation
incubate and screening
Habits and help build &
Attitudes refine idea
Quant – consumer sensory
Desk testing
Comms devt 3/6/12month reviews
research
post launch
Quant – branded product
test (skinny test)
or
Concept
Consumer
evaluation to Quant – STM eg. 4Caster
Encounters
determine
– explore or
potential Decision to Post Launch
opportunity (internal or
in real world Incubator test mkt Decision to Produce Review
external
context depending on Launch Gate Gate
risk level) Gate
Decision to
Develop Gate

Decision to
Charter Gate