GETTING THERE BEFORE ANYONE ELSE. REALLY. (2 minute video)
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FINDING LATENT OPPORTUNITY. FIRST.
IT'S TIME. (INTRO VIDEO.)
THE LIMITATIONS OF CONVENTIONAL APPROACHES
REINVENTING INNOVATION USING DECISION SUPPORT ENABLEMENT (DSE)
THE PHASES and STEPS
OF A DSE INNOVATION ENGAGEMENT
CONTACT / QUESTIONS
THE LIMITATIONS OF CONVENTIONAL INNOVATION APPROACHES
Conventional approaches (even "best practice" approaches) to innovation fail for four primary reasons:
REINVENTING INNOVATION USING DECISION SUPPORT ENABLEMENT (DSE)
What if you could leap-frog the limitations just listed above and:
Decision Support-Enabled Innovation achieves all these outcomes and more. The result? Far more accurate and cost effective innovation strategies...at a far lower cost. Delivered you way. That's enablement.
PHASES AND STEPS OF A DSE INNOVATION ENGAGEMENT
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KEY BENEFITS (Place your pointer over the benefits to see the short description.)
Our innovation practice leverages InnovationSolve™ our innovation discovery platform. Not only is InnovationSolve™ visual (it compresses relevant information into a 3-D strategy map) it is dynamic. That is, it lets the strategist "what-if" with the characteristics of any product to see how those changes vary the positioning (location), preference and demand share of that product.
One of InnovationSolve™'s primary strengths, a characteristic it shares with PositionSolve,™ is optimization. Above is an actual real time screen capture from InnovationSolve™'s run optimizer. Notice first that InnovationSolve™ is fast. 250-500 Discriminant Analysis models can be run in about 10 seconds on a modern laptop. But more importantly, notice that the correct classification percentage (a measure of the "goodness" of the resulting brand landscape) increased from 50% to over 75%. These optimizations include transforming the predictors, eliminating those that do not meet user-adjustable criteria, and by using dozens of algorithms and sub-algorithms. Optimization is InnovationSolve™'s middle name!
InnovationSolve™'s dynamic capabilities include automated and directed product movement on the strategy map. In directed movement the strategist "drags" a product to a new position using competitive repositioning (CR). In CR the system mathematically solves for all the possible ways to arrive at that new location. In automated movement the system runs millions of changes to a given product to discover its competitive niche (CN).
InnovationSolve™ has all the capabilities of PositionSolve,™. It is, in fact, a superset of PositionSolve.™ As such, it allows the strategist to understand which competitors are truly closest to one another, how far products can move on the brand landscape, how diffuse a product's brand image is, how to penetrate competitive niches, how to visualize market segments, and how to perform competitive repositioning.
But InnovationSolve™ goes beyond PositionSolve™. It locates respondents on the brand landscape via Global Motivational Framework (GMF) theory. GMF posits that consumers purchase to satisfy felt needs. InnovationSolve™ then allows us to calculate the center (centroid) of those needs. In the projections above the fuzzy spheres are the centroids of the global motivational needs for each consumer (their "Ideal Point".) InnovationSolve™ also can project centers of need for each purchase or consumption occasion.
Recall that the DemandScape™ is based on Global Motivational Benefits. InnovationSolve™ can generate and plot three different types of segments on the DemandScape: ™ 1) Benefit Endpoint Clustering (BEC) which is built into InnovationSolve,™ 2) Consumer Benefit Occasion (CBO) segments or 3) Average Consumer Benefits (ACB's) segments. The last two kinds of segments are calculated using the clustering capabilities built into SegmentSolve,™ DSS's segmentation decision support software.
InnovationSolve™ allows the strategist to define a new location for an innovation two ways: 1) by moving to an area of demand OR b) defining that new location in terms of existing brands or benefits. The Innovation Simulator then builds that new innovative product and identifies which products will lose most share and where the new innovative product will “land” on the DemandScape™.
One of InnovationSolve™'s unique capabilities is that it uncovers latent demand within the brand landscape. Demand is the missing link in most strategy systems. Demand (seen here as bright semi-transparent spheres) tells us where we should build new products as well as telling us how we should message that new innovation. Being the first competitor to meet latent demand, of course, often yields dramatic improvements in market share.
InnovationSolve™ also probes into every point in the DemandScape™ to find if building a product at each of those locations will either create new demand or win share from existing competitors. The best of those newly developed products can then be handed over to the ProductSolve™ simulator to identify how much preference share and dollar volume opportunity will be produced when that product is launched.
The short course? Innovation initiatives RARELY result in break out products. Why? Because they fail to do two things:
1) They fail to discover latent (unmet) market demand.
2) They fail to build products with features and benefits that meet that demand.
Our innovation practice does both.
Our innovation practice has six steps - with each step designed to either acquire new generation, relevant data or to analyze that data in next generation, powerful ways. Doing so discovers latent demand... and delivers products to fill that demand. This is the next generation of what historically has been termed perceptual mapping...but combined with locating and visualizing demand on the brandscape (thus producing a DemandScape™.)
Visual and Dynamic Analyses
Generates Optimal Strategy Maps
Performs "What-iffing" Simulation (Repositioning and Simulation)
All the Insight of Our Positioning Practice
Locates Demand (Customer Ideal Points)
Places Products on the DemandScape™
Projects Segments on the DemandScape™
Enables Demand-Based Simulation (Simulation on the DemandScape™
Performs Innovation Analysis (Moves into Areas of Maximal Market Demand)
Identifies Maximal Demand Improvement at the Lowest Cost
Innovation. We Tackled the Real Problems.
Innovation: The Resulting Steps
Retail and Selected Other Clients