1. Pass the Baton:
Rethinking Concept Testing to Innovate
with Customers
November 5th, 2013

2. Agenda
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When to incorporate customer input to reduce risk
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How to quickly and cost-efficiently evaluate customer input
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How to provide structure to develop customer solutions
Pitfalls to avoid in the process

3. About ORC International
ORC International is a leading global research firm with offices across the U.S., Europe and Asia Pacific. We offer a
platform of integrated intelligence that combines traditional and forward-thinking methodologies, technology,
industry expertise, and skilled research professionals to provide clients with the most comprehensive foundation for
providing actionable insight to solve their most pressing business challenges worldwide.
Princeton  Boston  Chicago  Cincinnati  Maumee  Minneapolis 
New York  Reno  London  Manchester  Melbourne 
Hong Kong  Shanghai  Singapore  Sydney
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4. The Landscape
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5. Customer Expectations Have Risen
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Relying solely on ‘Push’ marketing
strategies doesn’t work anymore
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A great product isn’t enough
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A new generation with totally different
needs and consumption habits
Customers want tailored solutions and
brand relationships

6. Our Framework Evolves in Response
• Moving from a product oriented
framework to a focus on customer
solutions
Product Focused
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Customer Solutions
Focused

7. Structural Framework
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8. What are Customer Solutions?
The means by which a brand supports its customers in achieving their desired
outcome.
A revolutionary new product or
technology like smartphones and tablets
BUT ALSO
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9. Customer Solutions Inception
Reality
Consequences
- Customer Solutions can come
from anywhere and anyone
within the organization
- High volume of solution ideas for consideration
- Limited window of opportunity for development
- Lack of predictability regarding where and
when those solution ideas are identified
Recommendation
- Develop and implement a Solutions Development Process
The process by which a brand creates, refines and assesses customer solutions
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10. Pass the Baton: Innovate WITH Customers
Customer Feedback
Customer Feedback
via Solutions
via Solutions
Development
Development
Approach
Approach
Customer Feedback
Customer Feedback
via Traditional
via Traditional
Concept Testing
Concept Testing
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11. Solutions Development Process
Ideation
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Collaborative
Assessment
Idea
Validation
Optimization

12. Ideation-The First Stage
Creation of solution ideas to help customers complete
the task at hand (i.e., what we think they need)
• Cross-functional in nature and often led by
brand teams and marketing strategists
• Focuses on internal co-creation and can be
informed by a variety of resources:
• Primary research
Trends
• Secondary research
Insights
• Social media behaviors
Business Analysis
• Competitor behaviors
• And many more….
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13. Validation-The Final Stage
Determine viability of potential solution in the
marketplace and at what scale
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14. The Entry of
Customer Input
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15. Solutions Development & Primary Research
Customer Solutions
The means by which a brand supports its customers in achieving
their desired outcome.
Solutions Development Process
The process by which a brand creates, refines and assesses customer solutions.
Leverage Primary
Research
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16. Research Objectives in Solutions Development
Primary Goal:
Identify what merits further exploration and what does not
Relevant Business Questions
What are my highest
What are my highest
potential offerings
potential offerings
(e.g., services, web
(e.g., services, web
features, packaging,
features, packaging,
primary/secondary
primary/secondary
customer support
customer support
resources)?
resources)?
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What service offerings/
What service offerings/
enhancements could
enhancements could
help differentiate a brand
help differentiate a brand
and achieve incremental
and achieve incremental
gains?
gains?
What can we build upon
What can we build upon
from alternate internal
from alternate internal
workstreams?
workstreams?

17. Incorporate Customer Input
Efficiently and Effectively
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18. Assessment
Leveraging Quantitative Concept Testing
Primary Goal:
Filtering to Reduce Number of Ideas Under Consideration
Commonalities of successful research support:
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19. Assessment
Leveraging Quantitative Concept Testing
Commonalities of successful research support:
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20. Collaborative Idea Optimization
Refinement through Qualitative Research
Primary Goal:
Assess Idea Viability by Collaborating With Customers on Prototype Development
Commonalities of successful research support:
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21. Develop a Process and Avoid Pitfalls
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22. Contact Us
Questions?
Laura Kleckner
VP Client Services
Laura.Kleckner@orcinternational.com
To learn more contact us at : answers@orcinternational.com
Visit our website at www.orcinternational.com
Follow us on Twitter: @ORCIntl
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