IC-SDV 2019: What’s it all about? Or … How I fell at the last fence - Kathy Burrows (Reckitt Benckiser, UK)

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When I first started delivering patent landscapes, I was taught that there are three steps to a patent landscape analysis; create the data set; clean the data set; analyse the data set. In an R&D environment, this met the expectations of project scientists. Despite this, Patent Landscaping never became the strategic tool I knew it should be. Is that because the process lacked the key step: reporting and communicating to senior stakeholders? Short of time and attention, they want to know what a landscape means; preferably in one PowerPoint slide. How do we communicate with senior stakeholders effectively and ensure that Patent Landscapes play an effective part in strategic decision making?

Gesundheitswesen

Kathy Burrows
Reckitt Benckiser Health Ltd
What’s it all about?
April 2018

A brief History
Kathy Burrows
• Natural Sciences Degree
• PhD in Inorganic Chemistry
• Joined Unilever R&D in 1992
• Moved into Information in 2001
• Moved to RB in Sept 2018
6
Downing College: By Ross Church, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=13767369

For the Record
• I have used Vantage Point for 18 years
• I LOVE Vantage Point
• It’s the one tool I wouldn’t want to be without
• Love the flexibility
7

The Content Bit
So, What IS it all about?
8

Patent landscaping in the Corporate world
9

Patent landscaping in the Corporate world
• Detailed technology landscapes to inform R&D decision making
9

Patent landscaping in the Corporate world
• Detailed technology landscapes to inform R&D decision making
• Competitor Insights (technical)
9

Patent landscaping in the Corporate world
• Detailed technology landscapes to inform R&D decision making
• Competitor Insights (technical)
• Scouting / Open Innovation
9

Challenges
• Analysis of IP data is full of caveats, assumptions and ambiguities
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Challenges
• Analysis of IP data is full of caveats, assumptions and ambiguities
• Data Complexity
10

Challenges
• Analysis of IP data is full of caveats, assumptions and ambiguities
• Data Complexity
• Reports can end up as ‘death by PowerPoint’
10

Challenges
• Analysis of IP data is full of caveats, assumptions and ambiguities
• Data Complexity
• Reports can end up as ‘death by PowerPoint’
• ‘C-suite’ just want the answer
10

Current Reality
• R&D project leaders are usually happy with lots of charts
• Patent Landscaping successful at informing decisions by R&D project
leaders
• Untapped Potential for impact on Strategic decision making (either
Corporate or even R&D)
11

Communication to Strategic Stakeholders
12

Communication to Strategic Stakeholders
• Dashboards ?
12

Communication to Strategic Stakeholders
• Dashboards ?
• ‘Better’ visualisations ?
12

Communication to Strategic Stakeholders
• Dashboards ?
• ‘Better’ visualisations ?
• Interactive Graphics ?
12

Communication to Strategic Stakeholders
• Dashboards ?
• ‘Better’ visualisations ?
• Interactive Graphics ?
• Pay a consultant ?
12

And the internal analyst is being beaten to the ‘C-suite’ …
13

And the internal analyst is being beaten to the ‘C-suite’ …
• By tools claiming to deliver ‘insights’ and to deliver them ‘fast’
14

And the internal analyst is being beaten to the ‘C-suite’ …
• By tools claiming to deliver ‘insights’ and to deliver them ‘fast’
• By companies that market directly to the C-suite
14

16
https://www.patentsight.com/en-us/patent-analysis-report

Albert Einstein
18
The world as we have created it
is a process of our thinking.
It cannot be changed without
changing our thinking.

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