Generating and testing the ideas that will smell just right!
Jaroslav CírUnilever, United Kingdom
Evert BosBrainJuicer, Netherlands
David WhitelamBrain Juicer, United Kingdom
BACKGROUND
Populating the innovation funnel is a critical part of the NPD process: already here conditions for success are broadly set. Filling the funnel with poor or even average ideas immediately turns it into a 'garbage in garbage out' system, wasting rare resources such as time (and money). How can creative consumers be used to kick-start innovation?
BRAINSTORM
In many cases, innovation kicks off in a 'brainstorming environment', often heavily populated with internal resources. Brainstorm...