Building one innovation pipeline from several studies

The question

The brand is sold in more than one part of the store, in several markets, and retailers want different products in each place. Its leadership needed one innovation story for the brand: which ideas to take forward, and where.

The evidence already existed, in several studies run for different parts of the business.

Our approach

We worked from what the company had. We read its studies together with its R&D team’s feasibility work and its own market data, so the pipeline rested on everything the business already knew.

Where two studies seemed to disagree about the same idea, we worked out why, by comparing whom each had asked and what each had measured, before ranking anything.

We judged each idea by what it would add to the range as well as on its own merits, because an idea that reaches the brand’s existing buyers adds less than one that brings in new ones.

What the team came away with

Opportunity platforms for the brand, and a prioritized pipeline for each market and part of the store, with a reason recorded for each idea parked.

The work was built as a shared starting point for the team to develop with its leadership.