prepared for: FDIN prepared by: Claire Nuttall date: 3 June, 2010

1. Turbo charging your NPD process 3 June, 2010 prepared for: FDIN prepared by: Claire Nuttall date:3 June, 2010 issue: 01

2. The 1HQ presentation today…

3. Agenda • The hard questions … and how to ask them upfront • Insight versus foresight and getting the balance right • Ways to gather and unearth better and deeper insight across 360 consumer touchpoints • Semiotics, ethnography and psychology … understanding how to nudge consumers of today and consumers of the future

4. The 1HQ style of Innovation Entrepreneurial spirit Commercial rigour

5. Old Product Development

6. New Product Development

7. Evolutionary Product Development

8. Getting the front end of innovation right…. The successful vs the incrementalists

9. Behaving and thinking like successful entrepreneurs with conviction and sound commercial grounding

10. The front end is critical to success Time invested upfront, paths the way for success in the long term

11. Don’t overlook the basics Ensure you do the essentials well Know and focus on what youare good at!

12. 1.Defining the right questions…

13. Why are the right questions important? Einstein is quoted as having said that if he had one hour to save the world he would spendfifty-five minutes defining the problemand onlyfive minutesfinding the solution.

14. The main challenge… what is the problem? & defining what would count as a solution…

15. 6 sigma, not an enigma Define the problem Identify where it is occurring Pin down the size of the problem… define the impact it is having on the brand, product or service?

16. Some practical exercises which can help… Re-phrasing:thinking about and expressing the problem in different ways until you knowit is right…. Challenge:assumptions that have been made in the past and exposing them, to ensure you head off in the right direction Chunk up/chunk down:ladder to different meaning, until you get to a place which is most emotionally engaging Reversing the problem:apply disruption theory

17. 2.Insight vs foresight and getting the balance right

18. The right set of lens for the job Getting the right balance of rigourand inspiration

19. Time well invested not how much you do, it’s what you do and how you do it…

20. Take the time… Don’t stop until it feels right. Ladder untilyou have something strong you believe in

21. The shopper journey Sense checking you are still being true to your insight before launch and that it is the call to action you intended

22. 3.Getting deeper and better insight

23. Deeper and closer Tap into the 90% untapped subconscious mind

24. Deeper and closer By diggingdeeper, you will unearth deeper, more actionable insights

25. Tools and ways to get the depth of insight… Creative Deeper Real • Psychologist • Semioticians • Nutritionists • Anthropologists • Behaviourists • Conflict groups • Ethnographics • Face-to-face • Online • New media • 9½ minutes • Creative brains • Proprietary trends • Product designers • New methodologies, not just groups • 360° touch points • Co-creation

26. 4.The role of semiotics, ethnography and psychology

27. Why is semiotics so reliable? …on first hearing it sounds a bit intellectual, and could potentially* be interpreted as a cranky new marketing technique…? (*highly unlikely given the accuracy and success it has enjoyed over the years!)

28. The study of signs and the unspoken… signs symbols words gestures images objects

29. Semiotics is just a different way of looking and uncovering… • Uncovers the hidden drivers that underpin consumer understanding of culture, ideas, sectors and brands. • A different set of lenses through which we can view culture and make sense of it • By exploring the codes of culture (the hidden stuff) we can identify territories that construct meaning in society, which can then be translated into brand development • Usually these new areas will not have been seen before • You get semiotic patterns in culture which explain why people do and think the way they do, which can be positively manipulated in the context of marketing • Great for developing bigger ‘platform’ driven innovation to work across a portfolio

30. Why is the study of signs, so important to brand innovation? Reading a label is actually just a metaphor for the process of decoding the signs a label/piece of packagingshows you

31. Working with our panel of Psychologists… • Food, Health, Nutrition, Children - there are many types we work with • Another way of getting closer to why certain behaviours and beliefs exist • Helps express what a regular consumer would not be able to express themselves • Tries to sequentially ‘reconstruct’ and ‘re-order’ some of the aspects of peoples experiences and memories, which ordinarily, would not be expressed in a usable/insightful way • Helps to understand potential ways to retrain our brains and influence/change some of the inner rules • A way for us to get beyond the surface for more meaningful insight

32. The role of ethnography… • It gets you closer to what is really happening, rather than what people say is happening • Bad name by simply being done sloppily “glorified video footage” with little interpretation and meaning • Often works best when linked to semiotics, to understand the cultural meaning and the meaning to the individual • Great enabler for brands, as it identifies the gaps between the perceived and the actual scenarios now and in the future, to be filled with innovation or superior brand communication

33. A recap… • Ask hard questions upfront • Insight versus foresight, get the balance right • Gather and unearth better and deeper insight via 360 consumer touchpoints • Explore Semiotics, ethnography and psychology as new ways to discover new meanings and new opportunities

34. Thank You