Generating and testing the ideas that will smell just right!

Jaroslav Cír
Unilever, United Kingdom

Evert Bos
BrainJuicer, Netherlands

David Whitelam
Brain 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 techniques imply that everybody can be creative as long as all adhere to a certain set of brainstorming principles. Whoever attends a brainstorming session regularly tends to be disappointed because in brainstorming: