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Integrating lead users
into the innovation
management process
A case study from the financial
industry
Berlin, 18th April 2013
Qualitative 360 Europe

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INTRODUCTION
A Case Study
Outlook

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Introduction
Business growth is primarily driven by successful innovations …
To make an impact on our
clients´business we need to
identify opportunities for
innovation rather than
focusing on minimizing risk.
 … however 60 to 80 %
of new product launches fail in the first year!
 Our Point of View:
INTRODUCTION

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 Strong insights to pave the way for strategically-focused
idea generation and concept development
 Co-Creation: the right consumer at the right time
 Balance of creativity and discipline
 Turning exciting ideas into
differentiating and relevant concepts
 Strong cooperation between
qualitative and quantitative research
TNS Qualitative is an experienced partner throughout
the innovation journey
Our guiding principles and believes

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TNS Qualitative: Our Co-Creation Tools
Discover Develop
SuperGroup
TM
Idea generation based on
insight-platforms
Development of most promising
ideas into concepts aligned with the
clients' strategic objectives
Insightment
TM
Robust, actionable consumer
insights that inspire new
business opportunities,
supported by observations of
human behavior
Concept Greenhousing
• Concept training and concept consultancy
• Supports and accompanies clients internal innovation process
Early Innovation Journey: Filling up the innovation pipeline
TNSQualitative:additionalsupport
Buildinginternalcompanyknowledge
SuperClinic
TM
Qualitative concept evaluation
and concept optimization
Train

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Introduction
A CASE STUDY
Outlook
Customer Understanding
Co-Ideation
From Ideas to Concepts

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The starting point
Customers‘ trust in
their banks was
killed in the
financial crisis.
Digital technology is
revolting current
contact points and
customer relations.
We need a totally new
approach to interact
with our clients.
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CASE STUDY

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1. 2. 3.
Needed: A new approach to tackle the challenge!
Break through taboos,
observe and accompany
customers in their real
life environment with
regard to their financial
habits and
decisions
Making use of the
specifics of online as
‚state of the art‘
channel to gather input
for the development of
new contact ideas and
provide added value
Maximum Efficiency in
the early stage of idea
generation for the direct
involvement of stake-
holders into the process

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Our Approach: An online-offline
journey from insights to concepts
Customer
Understanding
Individual blogs
Understand customer
needs – as basis for
innovation
Co-Ideation
Online Community
Co-Creation
Develop ideas
interactively with
mainstream
customers, creative
customers & stake-
holders
Filter &
Enrichment
Idea Filter &
Enrichment
Workshop
The marketing & R&D
team selects and
compiles the best
ideas to build them
into initial draft
concepts
Check &
Optimization
Creative Concept
Workshop
with Super Groupers
Ideas / concepts are
refined & optimized with
concept-trained creative
customers

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Step 1:
Customer Understanding – Gain
insights to pave the way for
strategically-focused idea generation

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Our online blog:
2 weeks individual postings, mutual discussions and direct spots
into real financial habits and motivations.
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CUSTOMER UNDERSTANDING
Home Contact Security Log Out
Welcome modern bank customers!
Welcome to our forum about the subject of
‚Modern Banking’!
Forum – Day 1
New: 3 Topics, 4 Posts, 9 Comments
Forum – Today‘s Topic
Centerpiece of our two weeks’ blog will always be the forum. We will work on a new topic each
day, which will be introduced to you every morning at 10h a.m. on the first page in the forum.
Please, pay also attention to and make use of the navigation bar on the left side.
Here, you will find useful tips, that should inspire and help you when replying to the various tasks
and discussions we have prepared for you. Please, take a look for stimulation.
Under “Inspiration & Pin board” would will find general inspiration. Here you will find space for
your own spontaneous ideas and suggestions – that may come to your mind when dealing with
our tasks and topics.
For all new arrivals: Please fill in your profile with a picture, a nick name and with some infos
about yourself.
30 respondents, 2 weeks:
Bank customers, using online
banking and internet for
financial information
Quotas on income, mix of
supplier, lifestyle, age,
Interested in & open-minded
re financial issues
Talkative, eloquent

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A meticulous plan of interaction
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Today‘s Topic
Forum Discussion
Individual Blogs
Introduction,
Meet & Greet,
Routines
Definition:
Modern
Banking
Regular Habits
& Touchpoints
Product Choice
Discuss and
share ideas:
‘You, your
money, your
bank..?’
Associations
& thoughts:
‚Modern
Banking‘
Discuss Today’s
Banking
touchpoints
Information
sources: “What
helps you to
take decisions”
Fill in your
profile
Discover the
site
Create a
Collage:
‚Modern
Banking‘
AxisPlacement:
“How do you
manage what
kind of
financial
issue?”
Photo album:
“Show us your
inspiration
sources for
financial
decisions”
Making use of the directness of the medium to break taboos and
to get as close as possible to the reality of customers life.
DAY 1 DAY 2 DAY 3 DAY …

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Home Contact Log OutSecurity
A variety of joint discussions, mini polls, activities…
… to share and discuss ideas, thoughts, motivations
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‚Modern Banking‘ –
What does it stand for you? Tell us your thoughts, ideas and associations!
Forum – Day 2

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Home Contact Security Log Out
A variety of joint discussions, mini polls, activities…
… to learn how they handle financial affairs
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Sort these tasks
according to
frequency and
touchpoint
Investment advisory
TOUCHPOINTS
FREQUENCY

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A variety of joint discussions, mini polls, activities…
… to observe how they decide on financial products / offers
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What did help you to take your financial
decision? Describe us how you did proceed!
Show us what has helped you to decide? What did inspire you?
Show us what has helped you to decide? What did inspire you?
Of course, you are collecting information from everywhere,
talk to friends, listen to word-of-mouth… BUT I wouldn‘t
decide without having consulted an expert… I would not take
the risk!“
It’s quite simple to get the information you need. I
simply compare offers in the internet and then I decide.

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A variety of joint discussions, mini polls, activities…
… to collect direct spots and experiences from relevant touchpoints
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Home Contact Security Log Out
All I need to manage my bank affairs is my banking cockpit –
the key thing to have everything easily at your sight, I don’t
want spending time to click around for a simple overview.
These are my friend Harry, my father and Tim my
insurance agent, they know everything about
investments. I had some money to invest, so I turned
for their advise. There is no one I would trust more!
‚Think back on any contacts you have had this week re financial issues, what are
your key touch points, when we speak finances?
Blog – Day 3

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Analysing data for insights
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Findings are structured, compiled, analysed and interpreted to understand
the WHAT, HOW and WHY of today‘s banking behaviour.
By digging into the gaps between needs and reality the central INSIGHTS are
found – apt to drive the market.
What is an Insight? Our Insight Trinity
„I tend to manage bank affairs on
my own …”
„… because money matters to me,
it’s part of my success!”
„… BUT sometimes I just can’t keep
up with the news!”

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Topic: Carefree SimplicityTopic: Technology that shows a heart
Insightplatforms
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Insights are wrapped in common platforms!
Being narratives of the reality, they serve as the starting point for
innovation!
Description of the platform:
This topic is about the wish to combine online convenience
with a personal contact with experts to rise questions and
to have some directly at your hands.
Topic: Technology that shows a heart
Topic: Technology that shows a heart
Topic: Carefree Simplicity
Description of the platform:
This topic is about the wish to minimize efforts and
simplification of financial issues and the request for
financial service providers discharging customers and
preventing them to get stuck in complicated, long-winding
decisions and procedures.
Topic: Carefree Simplicity

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Step 2:
Online Co-Ideation – Create
innovative ideas for a modern
customer-bank relationship

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Our creative online forum:
6 Days of online-ideation. Output 40 idea profiles.
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ONLINE CO-IDEATION
Home Contact Security Log Out
Welcome to our creative forum!
Our Community about ‚Modern Banking‘
starts its second round!
Creative Forum – Day 1
New: 3 Topics, 4 Posts, 9 Comments
Forum – Today‘s Topic
Many thanks for being back again and taking part in our creative blog!
Please read out these information carefully before we will get started on Thursday 13th ,
September at 10h a.m.
We have prepared a detailed plan of our creative blog and have gathered all relevant information
for you to know, what to expect the coming 6 days.
It would great if you could login each morning at about 10h a.m. for the introduction of the topic
of the day and the explanation of the task we have figured our for you to get creative. But of
course this in not a pre-condition.
Though, what is really important:
On the following pages you will find some creative homework to warm up. Please take the time
to accomplish this tasks until we get started with our creative forum.

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The team:
The perspectives of a heterogeneous team are key to success
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6 Active Bloggers
Narrators of real life
As target group, they bring
in their experience and
learning from the first blog,
to help developing ideas
that link to their
reality.
As engaged bloggers,
they build on the
creative input
of the Super
Groupers.
Conductors, steering
from the sideline
You can steer the process
with your regular.
New impulses to
encourage and to take
ideas further towards
alignment
with your strategic
objectives
Client team (2)
Conductors, steering
from the sideline
They steer the process with
regular feedback: Giving
new impulses to encourage
and to take ideas further
towards alignment
with the relevant,
internal strategic
objectives.
6 Super Groupers
Guarantors of creativity
Super Groupers inject
creativity and boost the
process with their energy,
they surprise with excellent
out of the box
thinking.

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Who are these ‚Super Groupers‘?
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Some people have good ideas. Creative people have better ideas. Skilled
creative people have the best ideas!
They are lead users with a keen sense of trends, prepared to question
the status quo and to translate this into new ideas.
Recruiting Creative Customers
Rigorous testing and training to ensure that we recruit
only the best: Super Group applicants have to pass
through a multi-level process to become a Super Grouper.
Super GrouperTM
 inject creativity and
energy
 are team player
 are extraordinary lateral
thinkers
 are able to create lots of
solutions to a problem
from diverse perspectives
 are selected on category
experience
 are expert concept
writers

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A new orchestration of our proven principles
Creativity and discipline need to be evolved differently online!
& DICSCIPLIN
Real-life
groundedness
needs to inspire,
rather than
slowing down the
process!
Inspiring creativity
needs to be ignited
and fostered despite
the virtual,
asynchronous
environment!
The creative spark
needs to be held
alive and motivation
renewed over a
longer period!
We have to ensure that
all are on the same
track and work towards
the same goal, though
we have parallel access
and asynchronous
interventions!

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Getting started: Head Gym
In an environment without face
to face contact support is
extremely needed in order to
foster creativity. Individual
exercises can help the way!
 Warm up!
 Open up!
 Train & practice!
 Discover secretly!
 Get motivated!
 Experience creativity!

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 Individual preparation
via homework
 Individual brain-
storming on first ideas
Homework
Be aware: Clarity and structure meet new challenges
Group dynamic and parallelism of posts require special attention
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 Ideation rules to
inspire and guide the
process
 A class schedule with
a common starting
point for all each day;
introducing the
platform and creative
task for each day
 Detailed introduction
of participants and
their different roles
 Precise explanation
of the process over
the 6 days to come
Rules & Class
schedule
Introduction
DAY 2
DAY 3
DAY 4
DAY 6
B
S
G
C
L

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Above all: Creativity needs to be encouraged…
Take advantage of everyday closeness & immediate online access!
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Home Contact Security Log Out
Creative Forum – Day 1
New: 3 Topics, 4 Posts, 9 Comments

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Home Contact Security Log Out
Inspiration & Pin board: Our creative gallery
New: 9 Posts, 3 Comments
…and stimulated over time!
Open for inspiration: A creative gallery for idea bits and input from
homework or creative exercises!
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Step 3,4:
Offline-Client Workshops: Filter,
enrich, check and optimize to turn
raw ideas into real concepts

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A detailed process…
FILTER, ENRICHMENT & CONCEPT WRITING
Idea Filter and Enrichment
Ideas are linked with strategy
 Review and screening
 Condensation
 Enhancing with existing ideas
 Clustering into idea clusters
 Enrichment with insights
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To select the best…
… Promising?
… Relevant?
… Unique?
… Fits the brand strategy?
… Feasibility? Realizable within
the set time frame?

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Co-Creative Concept Writing
Strong ideas need strong
concepts!
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Idea No 45: Financial
Wikipedia
I like managing finances
myself, as many matters to me.
But I just miss the time to
keep up to really understand
the market dynamics.
Xxx-Pedia now offers the new
gateway from customers tor
customers, helping you to
understand financial issues.
Xxx-Pedia explains financial
issues in customers language
showing. Advanced and
successful investors reply to
your queries.
XXX-Pedia take the easy way,
become an financial expert.
 Direct co-creation between
clients and Super Grouper
 Discussion of ideas
 Fine tuning with creativity
 Enrichment with good
business sense
 Optimization by feedback
loops

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Introduction
A case study
OUTLOOK

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A new mix for
innovative ideas
with relevance:
The Online forum
gives way to a new,
ideal combination of
customer closeness
and creativity
A new way to the
lead user concept:
Combine engaged
customers and
creative customers;
Facilitate
recruitment
A new approach
for efficiency:
Clients involvement
can be streamlined
and mainly focused
on final concept
development
At the End?
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OUTLOOK