Een hoge mate van ‘trial’ of een groot volume van een getest concept blijkt geen garantie voor groei van de organisatie als geheel. Dit vanwege het grote risico van kannibalisatie op het bestaande portfolio. Tijdens het webinar wordt dieper ingegaan op het terugdringen van kannibalisatie. Ook staan de thema's innovatie en productrenovatie centraal.

1. Is research killing
your best new product ideas
without you even knowing it?
Innovation & Product Development
Is research killing your best new product ideas…

2. Focussed innovation is vital for growth
More customers
Today’s
business
More money from each customer
Innovation & Product Development
Is research killing your best new product ideas…
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3. The innovator’s challenge
Reduce time from
Deliver growth
ideation to market
Minimise risk of failure
Develop radical innovation
Innovation & Product Development
Is research killing your best new product ideas…
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4. But the way most people screen new product
concepts is seriously flawed
Product A Product B Product C Product D
Sales six months after launch (€m)
Incremental volume Cannibalisation
Innovation & Product Development
Is research killing your best new product ideas…
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5. We at TNS
In 40% of cases, companies would have taken
different screening decisions if they had focused
on incremental growth potential instead of pure
volume.
Innovation & Product Development
Is research killing your best new product ideas…
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6. We must take incremental growth potential
into account
% Incremental
High
Prioritisation
based on
incremental
trial potential
Low
Low High
Trial potential
Innovation & Product Development
Is research killing your best new product ideas…
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7. Understanding incremental growth potential
means better advice
Progress Rework Stop
Innovation & Product Development
Is research killing your best new product ideas…
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8. Understanding incremental growth potential
means better advice
Investigate
Incremental winners Winning cannibals? De-prioritise
Innovation & Product Development
Is research killing your best new product ideas…
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9. A correct choice upfront does save a lot of money
Prelim market assess
Idea screening
Prelim tech assess
Market study
Financial analysis
Product development Point of no return 29%
In-house prod test
Customer prod test
Test market
Pilot production
Business analysis
Production
Market launch
Average % of innovation spend
Source: Cooper & Kleinschmidt
Innovation & Product Development
Is research killing your best new product ideas…
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10. We identify the concepts with strong trial potential
60
Trial
32
23
0
47 39 28 16 10 9
Crisps of the Dressed Snack bar Chilli Spicy Pizza
world to krill variant variant pieces
Trial Bottom 50% benchmark Top 25% benchmark
Bottom 50% 50 – 25% Top 25%
Innovation & Product Development
Is research killing your best new product ideas…
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11. Together with an understanding of incremental
potential
60
Incremental Winning Incremental De-prioritise De-prioritise De-prioritise
winner cannibal? winner
Trial
22
16
0
37 11 24 4 4 9
Crisps of the Dressed Snack bar Chilli Spicy Pizza
world to krill variant variant pieces
Incremental trial Cannibalisation Bottom 50% benchmark Top 25% benchmark
Bottom 50% 50 – 25% Top 25%
Innovation & Product Development
Is research killing your best new product ideas…
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12. To provide precise development plans
Growth
Development guide Strengths
Product expectations:
64 59 55
High quality
Long-lasting flavour
Relevance Clarity Early
24 Adopter trial
Price point: 7
19
€ 1.49 perceived as good
15 Weaknesses
Target
13 4
63 40
Potential incremental buyers
currently buy brands X and Y
Price Value Excitement
Watch out
28 21 17
Slight weakness in clarity of message
Uniqueness Appeal Credibility
Incremental growth Brand cannibalization Portfolio cannibalization Bottom 50% benchmark Top 25% benchmark Bottom 50%
50 - 25% Top 25%
Based on Total Category Buyers
Innovation & Product Development
Is research killing your best new product ideas…
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13. We use these principles in all steps in the roadmap to
growth
Corporate goals Market opportunities Ideation Concept prioritisation Concept /product Volume
& capabilities development and estimation/launch
refinement
Innovation & Product Development
Is research killing your best new product ideas…
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14. Where to search for growth opportunities?
Need for Matrix Idea or Concept Commercial Market
growth strategy screening development launch
generation
Sized,
prioritised,
and profiled
product
opportunities
Innovation & Product Development
Is research killing your best new product ideas…
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15. Fuelling growth with a broad
range of initiatives
Portfolio Renovation
optimisation
Maximise Clear guidance on
portfolio efficiency how to improve
existing products
Innovation International
portfolio
roll-out
Success requirements Assess potential for
to guide new product products imported
development from other countries
Innovation & Product Development
Is research killing your best new product ideas…
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16. Stick with the plan: idea to execution
Innovation & Product Development
Is research killing your best new product ideas…
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17. And take value into account
Value [noun]
1) how much something is worth
2) how much something is worth
compared with its price
3) the quality of being useful or
important [synonym: benefit]
to value [verb]
1) to think that something is important
2) to decide that something is worth
a particular amount of money
(from the Oxford English Dictionary)
Innovation & Product Development
Is research killing your best new product ideas…
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18. Innovation & Product Development
Is research killing your best new product ideas…
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