Generating and testing the ideas that will smell just right!

While 'brainstorming' can bind teams and build commitment to concepts, it is rarely a successful way to generate and test winning ideas.

Generating and testing the ideas that will smell just right!

Jaroslav CírUnilever, United Kingdom

Evert BosBrainJuicer, Netherlands

David WhitelamBrain Juicer, United Kingdom


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?


In many cases, innovation kicks off in a 'brainstorming environment', often heavily populated with internal resources. Brainstorm...

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