1. Research in the Digital Age
Demanding Better –
Not Just Faster –
Research in the Digital Age
Barbara Garau
Head of Global Solutions, Innovation & Forecasting

2. Our World and Our Consumers Are Changing

3. € Challenging Innovation Is More Resources are thinner.
Deadlines are shorter.
The bar is higher.

4. The Need For
SPEED

5. BUT SPEED ALONE
Doesn’t Drive Success

6. Marketers Must Make the Right Decisions based on
QUALITY RESEARCH

7. INSTANT RESEARCH Three Myths about Dirty Research One-Shot Projects
Diagnostics
One-Shot Projects

8. RESTAURANT’S CHALLENGE
Case Study #1
RESTAURANT’S CHALLENGE
Get to market faster with new menu items and improve innovation success rate.

9. Solution: Overnight Testing Using Validated Metrics and Optimization
Robust sample size
Proven success measures
Idea optimization

10. Font size reflects Total Word Strength Key for Database Comparisons
Idea Optimization
BEFORE OPTIMIZATION
Introducing new Sandwich Stackers. A new, healthy way for you to enjoy a meal on-the-go with the nutrients you need, and the convenience you love.
AFTER OPTIMIZATION
Introducing new Sandwich Stackers. A healthy way for you to enjoy a snack on-the-go with the nutrients you need, and the convenience you love.
Font size reflects Total Word Strength
Key for Database Comparisons
High Relevance; Low Relevance Polarizing (Highly relevant for some, least relevant for others) High Uniqueness; Hard to Believe

11. Impact of Overnight Testing
By screening ideas using validated measures, they had fewer concepts to develop and to test
Reduced innovation timelines by two months
By optimizing their top ideas, they tested better concepts
Increased concept testing success rate by ~20%
Overnight Testing was fast – but not dirty.

12. CONFECTIONER’S CHALLENGE
Case Study #2
CONFECTIONER’S CHALLENGE
Develop a more diversified innovation portfolio to drive up share price.

13. More Engaging Concepts More Powerful Outcomes
Solution: High-Speed Concept Testing that Delivers High Quality Research
Better Consumer Reach
More Engaging Concepts
More Powerful Outcomes

14. Better Consumer Reach through Device-Agnostic Surveys
Connect with consumers on their terms
Millennials
Emerging Markets

15. More Engaging Concept Testing with Swipe Technology
Respondents spent
over 50% more time reading the swipe concept than a traditional concept.

16. More Engaging Concept Testing with Streamlined Surveys
Old Wording/Scale
Updated Wording
Think about the [INSERT CONCEPT NAME-SEE APPENDIX] product you just saw.
How well do you think each of the following statements applies to this product?
You can use any score between 1 and 7, from 1 if does not apply at all to a score of 7 if it completely applies.
SELECT ONE PER LINE
Now, for the next three questions, please think about [INSERT CONCEPT NAME-SEE APPENDIX].
How well does [INSERT FR2 BRAND SELECTED] meet your needs?
SELECT ONE
SCROLL
Slider Scale
Concept name
Replacement Product
SCROLL
Meets your needs +
This product is unique and different from other products of this type
Does not apply at all
Applies completely 1 2 3 4 5 6 7
This product is relevant to you
Does not apply at all
Applies completely 1 2 3 4 5 6 7

17. Even with Faster Timing – More Robust Diagnostics
Goes beyond a “Go / No Go” recommendation to provide deeper insights about the innovation.
Innovation Profile
Competitive Performance
Incrementality
Messaging
Does your innovation align to the needs of your product portfolio?
How well does your innovation perform vs. the competition?
How much incremental volume will your innovation yield?
What is the most effective messaging to help your innovation succeed?

18. FOOD MANUFACTURER’S CHALLENGE
Case Study #3
FOOD MANUFACTURER’S CHALLENGE
Accelerate the process of generating ideas and transforming them into winning concepts – with the ultimate goal of building a strong innovation pipeline to grow the business.

19. Solution: Leverage Instant Research All Along the Process
Overnight Insight screening
Overnight Idea screening
Inspirational Food Safari
House Swap
Insight generation workshop
Idea generation workshop
Concept writing work session
Instant Research Can Go Beyond One-Shot Projects

20. Impact of Instant Research on client’s Innovation Process
Achieved a healthy pipeline of ideas
Success rate for concepts
increased by over 75%
Insights shared with the
brand team to leverage
with marketing plans

21. Research in the Digital Age is BETTER – NOT JUST FASTER
Quality Research
Iterative Projects
Rich Diagnostics

22. Global Head, Innovation
Your
Barbara Garau
Global Head, Innovation
Paris
Nikolai Reynolds,
Marketing Director
Hamburg

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