Lesson 7:Lesson 7:

Insight activation andInsight activation andIdea Generation Idea Generation

a starting point for innovationa starting point for innovation

sept 2010sept 2010

CreativityCreativity

The innovation process in shortThe innovation process in short

Triple diamond process

Insight activation

Define the opportunity

area

Know your customer

Idea generation

Innovation

Trends market info,

competitor infoetc

Three times diverging and converging 2

Insight activation, what it is:Insight activation, what it is:From observations to insightsFrom observations to insights

Observations are the what, where, when

Insights are the why

Observations are the consequences

Insights are the causes……………...

Observations are the symptoms

Insights are the diagnosis

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Insights are the starting point of…Insights are the starting point of…

1. Product and service innovation

2. Product and service revitalisation(what conditions does the existing product or service have to meet)

3. Get to know your target group/customer(what are their drivers, what do they think is important?)

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Process for Insight ActivationProcess for Insight Activation

What is the opportunity/question?

Team composition and clear briefing

Assemble observations fromold and new sources

Turn observations into insights as a joint effort

Idea generation (e.g. a pick and mix concept with mini snacks)

e.g. develop a snack product for kids

e.g. marketeer, financial, product developer, parent (embrace diversity)

e.g. “I heard a kid say he wants to make his own choices”“I read that kids eat better when they have helped in making the dinner”

e.g. “kids want to be involved”

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Requirements for a good Requirements for a good insight activation processinsight activation process

1. Multidisciplinary team:horizontally, vertically, resources from outside organisation

2. Use all available info and fill possible gaps with new information (e.g. research)

3. Start from observations (I saw, I heard, I read…) and make translations to insights later

4. Cluster observations to subjects

5. Cluster obtained insights to “mega” insights

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What does insight activation deliver?What does insight activation deliver?

1. Based on rich information and facts, insights are jointly built!

2. Team building, working together on an issue by using everybody’s expertise

3. Knowledge creation: a very profound process, you really “work the matter”

What I hear I forget, what I see I remember, what I do I know!- Confucius

4. Fun!

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Idea generationIdea generation(producing a torrent of opportunities)(producing a torrent of opportunities)

OpportunitiesInsight

Ideas

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Content:Content:

Theory about enlarging (quantity) and enhancing (quality) your ideas

Practice 3 techniques

CreativityCreativity

The innovation process as discussed The innovation process as discussed beforebefore

Triple diamond process

Insight activation

Define the opportunity area

Know your customer

Idea generation

Innovation

Trends market info, competitor infoetc

Three times diverging and converging

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Some ideation methods:Some ideation methods:

Brainstorming Creative thinking games Online – suggestion boxesWith our without use of mind-map tools

Available on application portal of Fontys

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The innovation pipeline:The innovation pipeline:

Enlarging the pipeline (quantity of ideas ↑):1. Involve many minds

2. Sow enough seeds

3. Widen the front end

Enhance the pipeline (quality of ideas ↑)4. Ideate using the insights

5. Increase combinations

The following 5 tools will be discussed:

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1: Involve many minds 1: Involve many minds

Ask different disciplines and different levels! Expect innovation from an exclusive R&D

department but also ordinary employees Introduce an “idea-box” Ask other stakeholders (universities, web,

contests, relatives of employees, communities like user platforms)

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2: Sow enough seeds 2: Sow enough seeds The arithmetic of innovation: only a

fraction of the generated ideas will in the end lead to successful innovations = (“killer applications”)

So in order to generate enough success, you will have to start with a lot of ideas.

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3: Widen the front end (scope)3: Widen the front end (scope)

Innovations can relate to:

Product / Service Technology Organization / Social Cost cutting Processes (operational, BPR) Management (strategic planning) Business model Industry breakthrough (internet)

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4: Ideate using the insights4: Ideate using the insights Combine the opportunities and the various insights Combine the opportunities and the various insights

(even if they seem opposite) (even if they seem opposite)

Opportunity Insights

- design a new and healthy product for a target group

(08-14 year)

- Focus on one opportunity!

- Kids want to choose their own food

- Parents want their kids to eat healthy

Idea: a healthy pick and mix for kids

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5: Increase the combinations5: Increase the combinations

Combine ideas to generate an even richer idea

Example: Improve product descriptions in shops (a large information card attached to a product)

Advantages: •Customers want anonymous information.•Customers want to be better informed•Less personal costs needed for informing the customer

Some creativity techniques:Some creativity techniques:

•Brainstorm

•Step in the shoes of…

•Six thinking hats

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1: Brainstorm1: Brainstorm

Generate an idea for the opportunity of your company (based on the POM model): for example develop a sustainable product.

This idea should be based on the opportunity and on the insights

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2: Step into the shoes of…2: Step into the shoes of…

Assignment: Generate again ideas as if you were:- a technical expert

- a politician

- an 8 year old kid

- a senior

- a housewife

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3:Follow up with the3:Follow up with the

Now we have several ideas. Select one and try to improve it by using

the next technique: 6 thinking hats.

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Technique 2: Technique 2: 6 Thinking hats 6 Thinking hats in this orderin this order

White: Calls for extra information Yellow: Optimistic, positive Black: Warning, difficulties Green: Creative thinking, add ideas Red: Emotion, subjective Blue: Plan the process

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Attention points for this technique:Attention points for this technique: Select the previous (final) idea Explain shortly every role again Define a chairman (time keeper) Apply every role by the whole group (about 3

minutes per role) Make notes Attention it is recommended to make comments

on previous “hats” Report the results to class