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Coming up with new, disruptive ideas is hard to do. And when finally finding those ideas, how will you be sure that they are relevant for the consumer?
This was the challenge that Cillit Bang (Reckitt Benckiser) was facing. Traditional ideation didn’t lead to new, surprising ideas, which is why they were looking for a more innovative process: '360 Degree Innovation'.
In this program, we worked closely with the CB team and went through 3 consecutive steps on our Insight Activation Studio:
1. Starting from consumer research (Insights from a Research Community), we let the CB team immerse and identify the key frictions of the consumer;
2. Two groups (the CB team and a pool of external experts sourced via the global eYeka community) ideated on a specific challenge, based on the key consumer friction(s). This phase happened online on 2 online platforms;
3. All the ideas are brought together in an offline ideation workshop, to turn them into concepts.
The result? 126 generated ideas that lead to 3 brand-new concepts, warmly embraced by both consumers and employees!
The presentation will tell you all about the problem, the solution and the journey from a client-side perspective.